“Emotional connections are the result of a series of little provocations over time.”
“Every time we create opportunities and provocations to engage, we build closer bonds. That’s how social media fits in the mix.””
For more of Mark’s insights, click on the video replay below.
Where do we start?
A Beginner’s Guide To Social Media Marketing…
A Beginner’s Guide To Social Media Marketing… by Alison Zeringue
Columnist Alison Zeringue shares key takeaways she heard as a social media panelist for Goldman Sachs’ 10,000 Small Businesses program.
We often forget how the vocabulary and concepts around social marketing sounds like gibberish to most “lay” people.
The term “online marketing” for example, includes SEM (Search Engine Marketing), SMM (Social Media Marketing) PPC (Pay Per click) and more.
This article answers a few of the common questions small businesses have about social media marketing.
Here’s just a few of the great take-aways from this article:
– Creative and consistent content strategy
– Consistent and interesting visual branding
– Ad spend to grow your reach and visibility
– Engagement with the audience (replying to comments, answering questions, sharing follower stories and photos)
What doesn’t work:
– Letting a teenager who claims to be a “social media expert” run the show
– Blindly targeting “everyone” using social media (not knowing your audience)
– Lacking SMART (specific, measurable, achievable, relevant and timely) goals
– Failing to take advantage of social media tools for scheduling content and measuring success
Is social media marketing imperative for businesses?
“Social media is imperative for businesses that want to grow, scale and sustain themselves in the economy of tomorrow.”
What mistakes to avoid from the beginning
10 Social Media Mistakes That Small Business Owners Make
10 Social Media Mistakes That Small Business Owners Make by Brad Shorr
Brad starts off with a strong warning:
“…without a smart strategy, committing human and financial resources to a social media campaign could cost you big, draining resources and generating negative ROI.”
Some common mistakes small business owners make that leave them abandoning their social media marketing effort are:Spreading Yourself Too Thin
Take on one platform at a time.
Having an Undifferentiated Strategy
Don’t publish same content on all platforms.
Not Responding to Comments
Social media accounts are not advertising platforms. Respond to comments and act like a human, not a brand.
Selling too much and not selling enough
Social media users don’t like the hard sell. Build relationships with your social media community.
But at some point, introduce idea of doing business together or it’s not a marketing strategy at all.
Failing to Establish Metrics
Not having a way to evaluate a social media campaign leads to wasted investment and an inability to improve campaign effectiveness.
Which brings us to….
How Social Media Analytics Improve Social KPIs
How Social Media Analytics Improve Social KPIs by William Johnson
When creating a social media strategy, it’s important to choose KPIs (Key Performance Indicators) that make sense for social media and content marketing and measure them regularly.
Fortunately, most platforms have built-in analytic tools i.e.
Facebook Insights, Twitter Analytics, YouTube Analytics, Pinterest Analytics, LinkedIn Insights and of course, Google analytics.
William goes into some detail with Facebook, Twitter, LinkedIn and Google listing important metrics to monitor.
In his conclusion, he explains the objectives for doing this:
- Identify key social performance areas using tools.
- Analyze what strategies work, which do not and why.
- Repeat winning tactics and deal with weaknesses.
- Monitor growth or failure rates upon strategy implementation.
- Rework the areas that need utmost attention and keep on improving social KPIs.
- Be aware of any change (positive or negative) happening around your business due to changes adopted in your social marketing initiatives.
How To Suck At Social Media: An Indispensable Guide For Businesses
How To Suck At Social Media: An Indispensable Guide For Businesses by Avinash Kaushik
Avinish Kaushik is an analytics guru who authored to bestselling books: Web Analytics 2.0, Web Analytics: An Hour A Day
(100% of the proceeds from both books are donated to The Smile Train, Doctors Without Borders and Ekal Vidyalaya.)
This is a classic “evergreen post that I suggest you bookmark or save to Evernote.
As you can see by his list of included sections, you’ll find help with the most popular platforms.
The first section: “Higher Order Bits: Human vs. Business, Success KPIs, S-T-D-C Framework, MoR Test” should be read first as it gives context to the following sections:
– Higher Order Bits: Human vs. Business, Success KPIs, S-T-D-C Framework, MoR Test.
– Facebook for Businesses
– YouTube for Businesses
– Google+ for Businesses
– Pinterest for Businesses
– Twitter for Businesses
– Instagram for Businesses
How One Digital Agency Created a Record-Breaking Social Media Campaign
How One Digital Agency Created a Record-Breaking Social Media Campaign by Jylian Russell
It’s good to have all the theory down, what to do, what not to do etc.. But it’s also helpful to hear from companies that have succeeded with their social media marketing.
Mapplinks, a digital agency in India shares their case study which attributes its success to the following three tips:
1. Build a strong team
Identify the goals of your campaign then select team members accordingly.
Digital Analyst: Identified keywords that the campaign should focus on and worked with the content specialist to optimize content for search.
Graphic Designer: Knowledgeable about the differences between the nuances of website and landing page design.
Content Manager: Creative, with lots of ideas. Understood the audience and knew what kind of content they wanted.
Digital Strategist: Engaged with the audience and started a conversation.
2. Use a mix of paid and organic promotion
Reach can be achieved through owned, earned, and paid social media marketing
Google Adwords: Good for generating leads, increasing website visits, and driving conversions or sales for most types of products or services.
Facebook Ads: Helps create awareness and boost word of mouth marketing. Facebook lets you target and reach audiences based on geography, demographics, and interests. It’s a good platform for driving engagement.
LinkedIn Ads: The best option for B2B advertising since it can help you target decision makers. Not as effective for consumer brands.
3. Amplify the campaign using the right content mix
Use a mix of original and third-party content.
Follow the 4-1-1 posting rule
“For every one self-serving update (Tweet or post), share four new pieces of relevant original content and share one piece of content from others.”
Find great content to share
Choose from the many content curation tools available.
As always, click on the links to these articles to access the treasure of resources they contain.
As ubiquitous as social media is, using it as a marketing tool calls for an understanding what social is in the digital sense and how it differs from advertising in the traditional sense.
Thank you for sharing your time with me.
If you need help with your social media strategy or execution, don’t hesitate to reach out to me at: firstname.lastname@example.org
You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.
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