Defining, Succeeding with Social Media in the Translation Business
Last year, I presented an overview on marketing to language service providers at GALA 2009. We covered an array of topics, including differentiating yourself in a commodity industry and using simple public relations tactics to stand apart.
We touched on social media, and I was surprised by the response. While there was some excitement about the possibilities, there was also general reticence and uncertainty in the room. I heard many justifications for avoiding social media altogether, from the argument that it wastes time to the fear that there is too much risk and employees will misrepresent the company, so better not to be involved with it all.
Now that we are well into 2010, I believe some of those opinions have been changed. But the GALA 2009 workshop made it clear that I needed to provide a lot more details and information on the topic. This year at GALA 2010, my presentation will focus completely on social media, particularly the value of a social media program, the costs and time associated with a program, and the nuts and bolts, including which networks and media make the most sense.
Importantly, I will dispel myths of social media. It is not all-consuming and, in most cases, it is actually the easiest point of entry to marketing. Even those who cannot afford a true marketing team, or a design or videographer team, can do some social media outreach. And not all social media is created equal. LinkedIn is great for professional networking, but not for search engine optimization. Video is wonderful for SEO, but not for clarity of message.
In preparing for the presentation, I will be drawing from my experience in social media over the past two years, as well as my many, many years of work in public relations and marketing. But I'm also hoping to hear stories from other social marketers. If you have an anecdote you'd like to share, please comment here or email me at [email protected]. Alternatively, you can come join me for the session (12 May, GALA 2010 Conference, Prague) and tell your story then. I'm looking forward to a lively and relevant discussion.