Hively talks social media in Falls (with gallery)

By Parker Perry | Staff Writer Published:

Face it: Just putting your business' contact information in the yellow pages is not going to work out. It is laughable to even ponder it being an effective marketing strategy in this electronic world.

Dix Communications, the parent company of the Record-Courier and Record Publishing Co.'s community newspapers, has launched Full Spectrum Marketing, a branch devoted to helping businesses attract customers using social media and the Internet in general. On Tuesday, Jeff Pezzano, general manager of Full Spectrum, introduced Darrell Hively, a media professional, to explain the importance of keeping an updated website and mobile site, videos, social media and search engines -- all of which Full Spectrum Marketing offers services for. He spoke to a group gathered at The Natatorium in Cuyahoga Falls.

The key to business, Hively said, is having a strong reputation to the potential market that the business wants to serve. And with the popularity of social media -- people can not help but tell every single experience that they go through in a given day -- that is more true now than ever.

"With social media, it's like word of mouth on steroids," Hively said.

If a customer leaves a store unhappy, and happens to have 2,000 Twitter followers and 1,000 friends on Facebook, the damage could be extensive. If that same customer is enthusiastic about his experience the benefits have the potential to be enormous.

Another way reputation is built in the 21st century is through Internet placement, and having a nice website is not enough anymore. Hively said in 2013, mobile device searches surpassed those conducted on a desktop. People are on their phones at virtually all times. Even during the seminar, some wrestled with theirs. Understanding that people can access a product at anytime highlights the importance of having a strong mobile website. A mobile site should be easy to navigate using a smart phone, and both the mobile and regular site should have videos on it and be constantly updated.

People like watching videos on the Internet. Hively said YouTube uploads more than 70 hours of video every minute. Videos attract people and gives them reason to stay on a web page an extra minute longer, which could mean a customer for life.

Another session will be held at 7:30 a.m. and 5:30 p.m. today in Alliance at Rodman Public Library, 215 E. Broadway St.

Full Spectrum Marketing is offering eight services. One can buy them all, or pick and choose what services best fit needs. The firm offers visibility, SEO, YouTube, reputation management, text marketing, email marketing, social hotspot and social media management. Full Spectrum can be contacted at 330-541-9455.

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