Social Media Niche Management

Niche Knowledge

Fall 2010 may go down in digital media history as a major turning point in the mass media landscape. Searching online and separately noting today’s Washington Women in PR’s luncheon speaker insights about the use of social media as integral to marketing strategy brought back memories of the “dialectic” theory of historical events. The theory requires that major historical trends interact with “visionaries” or “individual actors” who understand and capitalize upon these trends to transform society, conventional thinking or business practices.

Dialectic theory seemed to emerge this week with the occurrence of two events–a presentation and a conference. Ironically, the sources of our knowledge are so technology-centered and diverse that many of us flock to “live” presentations to help us digest and sort out our Information Age overload. That’s exactly what was so powerful about Webb Media Group’s tech talk for Washington Women in PR over lunch today. In about an hour, WG’s Principal Amy Webb creatively outlined how marketing/PR executives could better sort out how to use social media applications for audience engagement, brand awareness and customer conversion.

Three focal points helped simplify Webb’s message for both novice and experienced social media marketers. The first was function, that is, what “utility” does a social media application perform? Webb identified seven social media platform trends that provide utilitarian niches for marketers to customize for specific campaign or communications analysis needs.

Her other focal points were strategic in nature: Are communicators engaging target audiences by using social media in ways that are habit-forming/effective and comprehensive?

As Amy posed those questions in Washington, digital media marketing executives in Boston presented case studies about products and causes that answered the questions raised in Washington. But they also posed new ones, about social media marketing and metrics, the next generation of digital marketers and more.

The two meetings clearly show that the so-called “changing media landscape” has reached the tipping point. The Brave New World of Digital Communications is our reality. Clearly, it’s a world in which–through social media–the individual can wield as much power (and sometimes more) as the amorphous brand. As communicators in uncharted territory, our best bet is making sure we understand social media and how to deploy it for our clients’ best advantage.

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