Reputation Management

Strategies for Effective Social Media Marketing Campaigns

Article by Austin Fenhaus







Social media is a great tool for a company, but only if used the right way. Social media puts your message into the hands of the potential customers; they can post bad reviews, trash your product, and advise their friends to never come to your establishment. Potential customers can list what they like about your company and what could use some redesign. They can also provide rave reviews that result in your sales and profits increasing exponentially. Quite simply, that is a tremendous amount of power to put in the hands of a consumer – use it wisely.

There are three key components that you should keep in mind.- RelationshipsMany companies make the mistake of trying to use social media as a platform for sales pitches. If you do this, at best you will be ignored; at worse, trashed for trying a cheap tactic to make a sale. Either way, you are wasting a great tool for your company. Instead, focus on making connections with people and developing professional relationships.

When you post acknowledgements, such as a consultant posting “Congrats to Acme Company for getting the ABC project” or a diner posting about an event it is hosting, you promote your product or service while making a personal connection. Those kinds of postings draw to mind questions to the reader, such as “How did Acme Company get the ABC project?” The answer is, of course, through the work of the consultant. By the same token, why is the event being organised by the restaurant? Maybe it was a prize won in a monthly promo or it could be because the restaurant has a belly dancer the first Friday of every month. In this manner, your business is promoted subliminally while a relationship is built with your clientele.

Additionally, these examples show how a professional posting would read. You want to grow and maintain a professional relationship with your customers, not a social one. More often than not, they do not care about your private life – remember that.

– ExposureHaving an active presence in social media marketing also affords your company exposure. If your company is involved in social media marketing, it makes it easier for someone to post a comment. While people can do this with or without your business having an internet presence, if you are involved in social media marketing, you can reply to the comment, start a conversation, or develop a poll for the issue.

– LocalLastly, social media for your company should have a local element. You can connect and build professional relationships with other companies in your area, be they complimentary products/services, companies with the same demographic, or businesses with similar offerings. The connections you make can serve to create a micro-network with the other companies. Not only will it serve to increase awareness of your company, but it can also lead to promotional events and other mutually beneficial opportunities.

More often than not, social media is free of charge to individuals and companies to use. It can be tempting to read whatever article about how Twitter saved this company or Facebook revitalized that company. You may be so inspired that you start a Twitter account or Facebook page for your company and start posting and promoting your business right away, but think again. Social media marketing for company is light years away from the way you use your social account. If you try to approach social media marketing like you do your friends, you will likely be unsuccessful. Furthermore, if you try to make social media into a sales vehicle, it will simply not work. Remember, when you use social media, you are putting a lot of power in your potential customers; while the rewards can be great, so can failure. To make sure this does not happen to your business, make sure that you are using social media marketing properly.



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