So you have seen what I do. You have a sense what I am all about, but how can I apply that to you? How can I start to address your specific needs? Rest easy. You can just tell me what you want to accomplish, and I will tell you how we get can get 'er done. You want better exposure? We can improve your SEO, and start an online advertising campaign. You want more user engagement? We can get going with user analytics, integrate a web forum into your pages. You just plain old want more money? Well, you will need to be a little more specific than that, but not by much. I can figure out the rest for you.
Social media may be the exciting, marketing term for the latest fad, but I prefer to call it by its boring, true name: third party content. The web is
absolutely filled with useful sources of content
to complement your own online identify, and many of them provide convenient APIs to draw on their data, and manipulate it at will. Given that, why would you not want to take advantage of the opportunity to get the best of the best?
Social media as a platform can be a powerful tool in generating attention for your brand, but it can also be a huge distraction. The impulse to continously stream new content through publishing outlets can be very tempting when we see statistics of how successful others may have been at it, but we also need to be wary of
and the different needs of every business.
One of the easiest traps to fall into with social media is pushing content onto their sites without consideration of when, or how we might see a concrete benefit. Experience has shown that users go to social media sites to read news about their friends, and connections. Where we are able to insert our selves into their feeds, the typical result is that the readers will momentarily read our post, identify it as marketing, and gloss over it. At that point we have used our content to enrich the owners of the social media site without necessarily deriving any personal benefit. This is contrary to our goal of calling them to action, and
massive audiences in social media sites
into customers for our enterprises.
The trick is to be just as strategic about social media as we are about the other elements of our marketing, because the ultimate goal is to use our excellent content, and products to draw traffic to our own properties. The most active advertising campaign is useless, if readers simply gloss over it, and continue to read different content on the same site. We want to initiate an action that directly benefits your business, whether that be a page view, a sale, or a referral, or a lead. With that in mind, I recommend choosing social networks based on the following criteria:
what frame of mind users are in
For instance Facebook, and Twitter users may be most interested in short, amusing content, or direct communication with their friends while CraigsList users are much more active shoppers, and sellers. Just as television commercials target their audience based on who watches a given program, we must target our audiences based on who uses what media outlet, and how.
recognizing post expiry
Although most media outlets will not have a firm expiry where content becomes completely unavailable many will let them scroll off of the bottom of the page beyond where users typically look. In a world where many sites vie for top search engine ranking this can be the death knell for your content. Some businesses will respond by continually updating, but in an effort to get the most for your return I recommend simply being aware of when your content gets the most visibility, and interaction. Then time your posts accordingly.
planning for content availability
The different outlets manage shared content differently. Be aware when a network may see so much content that you will probably only ever be seen by your followers, or be limited to
Others may be designed to be geographically targeted. Our job is to be wise to how these outlets integrate your data into their feeds to suit your own needs, not theirs.