April 4, 2011
Choose Your Media Channels and Erase the Mystery
As social media continues to evolve, so do the few elementary rules and best practices that have been established. Here are a few truths that can help you navigate the best way to incorporate social media marketing into your existing and future campaigns.
- There is no “one way.” The reason it has been so difficult to measure and commoditize social media marketing is the highly customized nature of a good campaign. The channels, messages, methods and strategy of each effort are tied to the goals, experience, products/services, audience etc. of the client. Every time a new campaign is created a good marketer will start from scratch—using lessons learned to prevent repeat errors—and assemble the components necessary to successfully market the brand. Don’t try to package the process. Just observe and measure what you can to find the rhythm and nuances of using social media as a marketing tool.
- Social media is a method. It should be part of a marketing plan. If you don’t have a marketing plan or it has been a long time since you’ve updated yours, then take the time to explore and update your marketing objectives. Social media should be part of your marketing strategy and your day to day tactics to reach your objectives. Need a refresher on what a marketing plan could look like? A Google search on “marketing plan template” had the following top hit as of today: www.quickmba.com/marketing/plan/.
- It isn’t always about what you have to say. In fact, one of the most useful ways to use social media as a marketer is to get a glimpse at the behaviors, thoughts and trends volleying amongst your target audience. Simply “listening in” can help you better understand what they want from you and how they want it presented.
- Let them choose. Instead of trying to anticipate the best way to touch a customer, give them options. People are accustomed to having everything—meals, TV programming, news—their way. They now expect to be able to choose how they want to receive your marketing message. Don’t fight them. Make sure your campaign gives the audience a choice.
- Engage. Don’t lecture. The truly unique element of social media is the “social” part. You now have direct access to your customers. Explore ways you can engage them in your brand experience. Get them to provide feedback or enable them to share their support for your cause. Social media is a two-way street; the faster you can embrace the potential conversations you can have, the sooner you’ll find your campaign’s niche.
- The cost isn’t always about money. With social media it’s often time. Social media’s biggest source of funding is time. Setting aside the time to identify relevant content, post it on appropriate social media channels and monitor what’s being said about it is an ongoing process. Be sure to include more time in the beginning to learn what works for you and your audience.
- Remember these three words: content, channel and hook. They have been the cornerstone of marketing efforts for years. What you want to say, the channel in which you say it and what you expect someone to do with what you’ve shared or done. Modern marketing has increased the number of channels and what can be done with them. It’s both a mystery and an opportunity to find out what people want and how they want to receive it. The best way to demystify it is to try it for your organization.
From an article in the July 2010 edition of EU Services’ News & Insights newsletter written by Peter Muir, President of Bizucate, Inc, and an educator, consultant, marketer and motivator helping individuals and organizations find profitable opportunities in multi-channel communications. You can contact Peter directly at pmuir@bizucate.com.
