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The Qualitative Research Consultants Association's Susan Saurage-Altenloh, and American Marketing Association's Expert Contributor, Jennifer Bunner, write about the in's and out's of current marketing platforms and how to avoid mistakes in digital space. In the QRCA's article, the first four of the top ten trends in marketing for 2013 can be seen to revolve around social media marketing, which just happens to be the number one trend right now.  The next three, mobile marketing, introducing interactive formats, and technology-enabled researchers, all suggest a marketing world centered around the web.  With recent connections between people's online lives and their mobile lives with the expansion of the Iphone and other smartphones, social media can only be seen as having more potential as sites like Facebook and Twitter become embedded in these devices.  As discussed in previous posts, social media's interactive feature is exactly what makes it a special...

Now that we've covered the basics, how does one target audiences.  If one has a diverse following, how do they ensure that all audiences are appropriately addressed, without fragmenting the population or feeding their followers unnecessary information?  Ryan Rudd in his article,   Three Models for Leveraging Local in an Enterprise Social Media Strategy , speaks to strategies on how to avoid these problems. The first model Rudd brings up is Geo-Targeting.  This tool provided by Facebook, enables someone posting on a page to localize who sees the post.  The poster can limit who sees the post based on either language or country.  Targeting your Asian followers?  Simply limit language to Mandarin, Cantonese, Japanese, or whatever other languages you care to add.  Additionally you can limit viewership of the post to those countries. You can even do both if you're trying to strictly target a certain audience.  Doing th...