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Brand Visibility Online. Social Media Marketing. Small Business Website. Popularity Online.
Social Media Marketing: The social strategy
Social Media Marketing can be a great medium in your ever increasing selection of marketing tools and
building brand visibility.
In order to leverage it correctly, there are 3 questions to ask yourself:
- What do you want to accomplish with it?
- How will it fit in with your marketing strategy you have in place?
- Will it complement your overall marketing plan?
Your social media marketing efforts will be more productive if you take time developing a plan or strategy.
One way to initiate a plan or strategy: listen to what's being said. Do some conversation strategy. How do people feel about you and your brand? What are their points of view?
- Who your key competitors are?
- Who you should converse with?
- What types topics?
- Is the tone of the conversation heated?
- Is there favorability one point of view over the other, or is it mixed?
To start the conversation strategy process:
- Subscribe to RSS feeds of news alerts related to your company and brands on Google News, as well as saved searches on Technorati.
- Identify other blogs, forums, or review sites that are related to your business.
- Subscribe to RSS feeds from these sites, to keep updated on many sites at the same time.
What you learn from this process will help you refine your strategy.
Social Media Types and Tools
Now it's decision time, which social media type or tool is going to help your campaign.
In Social Media Marketing Part 1, I reviewed four types of social media tools/sites. Decide which ones can best help you accomplish your goals.
- Experiment with them and see how they work.
- Do they offer the right features and cater to a more suitable audience for your campaign?
- Do you need special technology in place before you begin?
- Produce a video or a podcast before you start the campaign?
- What kind of content do you need to create?
As you try to answer these questions, take a look at a very nice list of social media marketing examples that Peter Kim has organized. His list can be sorted by brand, industry, social media type and SMM example. This should help you as you decide which type is best for your strategy.
Start or Participate in the Conversation -- Engage
Now's the time to jump in and start the blog or launch the Facebook page. Engage in the conversation and ignite a debate or express your point of view.
As you become a EFFECTIVE participant, it's important that you be prepared to invest the time to keep the conversation going. Social media marketing isn't something to get involved in for the short term. Make sure you have the resources and time available before you begin.
If you've found that your company is being discussed, especially if it's negative, don't be passive. Be respectful and state your case. Many times your critics might become advocates if you honestly address the complaints, thus turning a negative into a positive. This is one of the ways social media marketing can help with reputation management.
Measuring Social Media Marketing
The ability to measure the effectiveness of marketing activities and calculating ROI is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online vehicles, but it can be done.
- Identified your success metrics,
- Assigning monetary values to these metrics.
- Consider content consumption. Who's reading your content and where are they coming from?
You can also look at how much or little is being contributed and the number of visitors who are interacting with your content. Take a look at a click report to see how many people are adding you to social bookmarking sites like Delicious or StumbleUpon. To get an idea of who's talking about you, do a blog search on Technorati or search your domain name in the major search engines with "link:http://www.yoursite.com" (substituting "yoursite.com" with your actual URL, of course).
Because social media marketing drives traffic to your Web site, you should get a traffic source report from your Web analytics tool. From those traffic sources that are coming from SMM efforts, look at unique visitors, page views, time spent on site, frequency of visits and conversions.
If you have a profile on LinkedIn, Facebook, or MySpace, you can always monitor the number of friends or profile visits you have to get a pulse on the vitality of your profile.
Test, Test, Repeat
Because SMM takes time to nurture and grow, it's important that you follow this cycle of listening, engaging, and then measuring. Then make changes to your strategy and repeat. I'm sure that social media marketing will become a very powerful marketing tool for you.
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