by: Arshad Chowdhury at: May 26th, 2010
The textbook for online social marketing has yet to be written, so many of us struggle to figure it out. Meanwhile companies like ModCloth.com and Bonobos.com have grown tremendously with smart social marketing strategies. Social marketing is here to stay, so until the textbook comes out, here are some easy-to-remember tips to guide your strategy:
Blogs are for Baring it All.
While many companies use a blog to establish credibility as experts in their field, the most effective companies use blogs to just write about themselves. Surprisingly, pictures of employees at their desks, the messiest office closet, and what the founder had for breakfast are all interesting and even endearing online. People come to your blog to get to know you and your company, not to get a lecture on best practices.
Facebook is for Listening.
A Facebook Fan Page is best for companies. Consider the Fan Page an extension of your customer service. Impress visitors by responding to complaints on your wall, proving that you are listening and you care. Videos, discussion boards, and new pictures are great ways to keep the content fresh and interesting. Be warned that Facebook wall comments are really hard to track, categorize, and quantify, so don’t expect meaningful metrics. Instead, scan comments for a general sense of what the crowd is saying.
Twitter is for Announcing.
Make it worthwhile for people to follow you with flash Twitter promotions, discount codes, and super-relevant information for your audience. Do announce what your competitors are doing. Don’t be afraid to have an opinion. Don’t link your Twitter feed to your Facebook status; that’s just annoying for everyone who follows both.
Finally, the key to online success is great content and a consistent message. For great content, make sure to put good writers, photographers and videographers on the job. For a consistent message, adhere to one theme and tone throughout all posts.
