Social media marketing has a phony reputation. For many an executive from the commercial department, this exercise sums up to a string of signups over several social networks randomly and from time to time, multimedia, article postings, and advertising over Facebook and Twitter. This is not the right shot!
SMM is more than just being present in the Social Media Sphere. It is a sharp commercial engagement that may just turn into total havoc if not handled properly. The goal of Social Marketing in cyberspace is the same as the real-world thing. It’s about delivering Unique Selling Points that will end up into real and sustained sales. It is about converting an anon into a brand advocate at best. Achieving this objective follows almost the same rules except for the fact that Social Media allows a closer, more personal and customizable, so to say Social approach of the targets. Same rules apply but with more or fewer variations.
Assessing the prerogatives, context, environment and toolsets is the essential starting point of any Social Media Marketing campaign. It implies exact setup and clinical precision in the way messages and attitudes are to be delivered through dedicated channels. Within such campaigns, posting on Facebook, on a fan page, group page or personal page is never the same process.
Define your base strategy. Setup a budgeted roadmap with intermediate white stones that will help at fine tuning the campaign all along the way.The roadmap should stay in tune with what is being done or what has been done in the real-world. Social Media Marketing is never an innocent act. It is time-consuming and will incur expenses. Being precise about the campaign will decrease the burden.
As said earlier assess the primary objective and methodology. For example, you may need to totally revamp your actual website so as to allow SM integration and SMO. Make your campaign stay SMART – Specific, Measurable, Attainable, Realistic, Relevant and Time-bound. Either go for Awareness or Sales or Loyalty. One at a time! Don’t try to aim for all objectives in one go. Remember! Stick to your company’s marketing and communication policy.
Assess and understand your campaign’s environment. RESEARCH and don’t stop til’ you get enough! One surely doesn’t want to jump into dark waters without necessary precautions and headlamps. So do you with your Social Media Marketing Campaign. Driving recklessly into Social Media can spell TOTAL MESS especially when dealing with building awareness and product reputation. Building an Effective Online Social Strategy implies thorough knowledge of the competitors’ doing’s on standard platforms (of course)… but above all, take a humble preview of how others from different sectors have done or are doing. Get into both successful and failed case studies. Learn more about technical potentials of each and every Social Network and platform.
Prefer important relationships. Get your team to identify major Bloggers and mainstream Social Media activists who fringe with your zones of interest and industry.
Identify these platforms and toolsets that are relevant and positively responsive for your roadmap. Social Media Marketing is about delivering the same consistent message through the whole spectrum of interwoven Social Networks. The intertwined winning triumvirate is made of the Blog, Facebook, and Twitter, to which you would add a YouTube account if you would have video clips uploaded on a regular basis. Choose strategically. For example, you might feel the need of Slideshare and LinkedIn accounts instead of a Foursquare one, if your product or service is more into pitch-intensive B2B. Your toolset should also be made up of listening and monitoring wares.
Realistically budget and size your Online Advertising. Use the full potential of Google AdSense and Facebook’s advertising platforms, but make sure to target wisely. Goal-tied Marketing Campaigns mean nothing without proper publicity. Intuitive Online advertising is now accessible through a few clicks and will unleash its power to communicate about your brand on a global basis. They can also enhance diffusion to limited zones. Think about identifying and assessing your targets on geographical grounds. This will help at optimizing your online advertisement budget. Choosing PPC or CPC is up to you accordingly to your basic roadmap requirements.