Question

Topic: Social Media

Using Social Media To Increase Software Awareness

Posted by Kathy C. on 8/25/2014 at 11:33 AM ET 125 Points
I am the Marketing Associate for a software corporation in Arizona called Caliber Software. The software is used for accounting and HOA property management companies to help better organize their day-to-day accounting tasks/HOA tasks. Currently we do not use any social media, and I am trying to determine if using any would be beneficial to the company as far as exposure and information goes.

If social media would be a benefit, are there any types of social media that would be a good fit for software advertisement?
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RESPONSES

  • Posted by mgoodman on 8/25/2014 at 1:07 PM Accepted
    Do you have any communication needs that can best be addressed by social media?

    It seems to me that you've asked a "backward" question. That is, you've identified a tool and now you are looking for a reason to use it. Usually we start with a need and then find a tool that will be appropriate for satisfying the need.

    Who are you trying to reach in your communications? Where/how do they prefer to get their information?
  • Posted by Kathy C. on 8/25/2014 at 1:25 PM Author
    You make a good point. Our target audience is HOA property management companies. My understanding is that customers are more likely to try a product or service based on reviews and see through social media or online in general. At the moment all we have is a website where they can read about the service we provide, and we have a few reviews on there.

    I feel as if social media may be a better way to reach a customer if we are able to gain reviews on there from our current customers. We are also attempting to provide training videos on the software and how to use it, and it may be easier to have them readily available through social media.

    I may be wrong on this- my CEO tasked me with determining if social media would be appropriate for us, if there is a need for it.

    I feel as if the website is just cut and dry information- and perhaps using an outlet such as social media would make our product not seem as dull.
  • Posted by Jay Hamilton-Roth on 8/25/2014 at 1:40 PM Accepted
    Also - not all social media is appropriate for your target audience. To start with - have you identified what social media your prospective audience frequents professionally? LinkedIn? HOA forums?
  • Posted by Kathy C. on 8/25/2014 at 1:52 PM Author
    Jay thank you for your response. According to my research, the social media my prospective audience frequents professionally would be LinkedIn/Facebook/Twitter.
  • Posted by Gary Bloomer on 8/25/2014 at 7:15 PM Accepted
    For most business owners, myself included, most social media is a huge waste of time, which is one of the reasons I'm weening myself off it.

    To reach out to your audience you are much better off using well-written direct response copy, aligned content that speaks to your preferred readers' ideal needs, and e-mail. Yes, I, as the leading contributor to this forum on social media am advising against social media. Using social media for its own sake and simply to be seen on it is a waste of time and effort.
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