Social Media was not made for marketers originally. It was made for the primary purpose of like-minded people sharing information that they like, and giving recommendations and referrals.
Social media existed prior to the internet as we know it today. Bulletin boards were used by like-minded people sharing information.
G+ is the only difference here. It was made specifically for marketers to market to the target audience more effectively.
G+ is having a hard time growing right now because it is not organic. Facebook and Twitter were made first for discussion and learning rather than for marketing. When Facebook and Twitter go public, they have to start to make money and this is a difficult task.
When you look at companies that have a successful social media presence, they have 4 things in common.
These businesses have a clear narrative of what they offer to the community. They have developed a clear message and pathway to that message. The interaction of how they use that medium is very clear. The more you plan, the better your campaigns will be.
Your narrative should help you determine which medium will be the best to communicate your message effectively to your audience.
Each channel (Facebook, Twitter, G+, Pinterest, Linked In) has inherent differences in how you communicate your messages. Some media is going to be better on one medium than another. The basis for building a social media campaign is knowing which medium is going to do the best job in communicating who you are to your audience.
Trying to do social media by treating it equally will drain you resources, time and energy.
- Do you know who your audience is?
- Do you know what your audience wants?
Answering these questions will determine the type of interaction that they could provide. Depending on how you use social media and the channel you choose, your message could be one of support, research, educating your customers, networking, or presenting news. How you use a medium will greatly determine the interaction you can develop through the medium.
Blogging is good for:
- Increase search visibility
- Build for long-tail content
- Community and market education
- Communicate high-trust content
- Build lists, conversions and reach
- Build brand value and equity
YouTube is the second most popular search engine and 3rd largest website in the world with over 4 billion views a day. People want to know how to do something and they are fascinated by the process.
When to use YouTube:
- “See it to believe it”
- Highly visual
- “Portable” reach – you can grab code and put it on blog and Facebook
- Influence Search Results
- Present content in different methods
- Extend reach
- Earned media content
When you combine YouTube and Google you can:
- Influence search results
- Enhance rankings
- Additional channel for ranking (not just your website)
- Increase visibility
- Way to reach a highly niched group of people
- Create idea lists
- Re-publish reach (re-pin)
- Discover motivations and networks
- Earned media content
- Ideal for narrow focus
Linked In is one of the most powerful ways to create networks in the industry that you are targeting. Most affluent membership. Why? Because Linked In is focused around people in positions who make money and try to connect with other people.
- Give feedback to the brand on how they can do things better.
- Provide ideas
- Insider information
- Freebies and discounts
People on Twitter essentially want to be consultants to the brand and get free stuff in return. They want to tell the brand what they can do better and in return be thanked by getting free stuff.
When to use twitter:
- When you message has immediacy to it
- Time-Sensitive information
- Utilizing follower networks
- Direct consumer contact with brand
- Direct consumer contact with experts
- Samples, discounts, and freebies
- Insider information
When asked why you are following a brand, the number one reason is incentives. They want to get stuff for free.
- Incentives 77%
- Discounts 46%
- Solve Problems 39%
- Entertain 28%
- Interact 26%
- Market Directly 21%
Very few people equate “friending” or following a brand with marketing.
Top 3 reasons people are on facebook:
- Find connections
- Self Expression – show people who they think they are
- Entertainment – play games
Facebook is perfect for discussion and is a great expression medium. The weight and power is in the conversations it produces. 11 hours a month is the average amount of time spent on Facebook.
70% of fans of brands believe that being a fan does not mean marketing. For example, when a company posted a coupon, not many people interacted. However, when they asked people what they were doing this weekend, they got lots of interactions. It’s a social conversational medium.
When to use Facebook
- Create a conversation. What can you post that gets people talking and interacting with you?
- Social Interaction
- Reach targeted segments
Keep in mind that each medium carries a different conversation. A social media best practice is to post your message differently depending on the medium. Do not post the same message on every channel; for example, your Facebook followers do not like to see twitter hashtags in your news feed. Don’t treat all social media the same way.
Use social media. Don’t be used by social media
Regardless of which social media you choose, the focus should be on your message. Your message will never change however, the social media will always change.
If a social media channel doesn’t fit your message and who you want to reach, then it should not be in your strategy.