Reputation Management

A Sustainable Social Media Marketing Strategy

Article by SEOchampion









For companies trying to make sense of social media and online marketing, it’s important to take a step back from all the “TwitFaceBlogTubeIn” mania for a second and look at the nature of how these things are going to work for the overall business.

There are many questions that need answers: ”Should we develop a strategy first before engaging?”, ”Should we experiment and develop a strategy as we go?”, “Will it ever be OK to ask customers if they want to buy directly within social channels or will we always have to tiptoe around the subject?”

Here are a few considerations to help answer those questions and establish the framework for a sustainable and successful social media marketing program.

Social M Strategy: “An ounce of prevention is worth a pond of cure”. Having some idea of what measurable goals and business outcomes you’re after is essential for planning resources and forecasting outcomes.

Social Media Marketing Tactics: The best mix of tactics needs to tie into the plan for reaching business goals. Whether it’s “Better engage with our customers” to “Filling the top of the sales funnel”, an understanding of audience preferences and behaviors will lead to the right tactical mix.

SM Process: “Companies who start with implementation are at risk”, is a great quote from Jeremiah Owyang in his recent post, “A Pragmatic Approach to Social Business“. There he lists a checklist of 8 steps that form a process for approaching social media. Jumping into tactics can send a company in a very unproductive direction. Working through a strategy, tactics and developing processes leads to efficiencies, scalability and social engagement that is true to the business goals.

Social Commerce: SM that Leads to Sales: Question – What’s the return on investment (ROI) of Social Media? Answer – What’s the ROI of having a phone system in your office? That phone systems facilitates communications for a wide variety of reasons that are important to the functioning of the business from product/service inquiries to hiring new employees to customer service.

Social media in a business sense, is technology that facilitates communications, sharing and connecting brands with customers. For the most part, people buy from those they like and social media helps build, maintain and improve those relationships.

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