Social Media: 4 Essential Social Marketing Strategies
Marketers tend to think of social media as a channel in-and-of-itself—a way to engage, interact and dialogue. But what every marketer should know is each social network or platform has its own requirements. Social is not "done" by creating some content blurbs, posting some video and calling it a day.
When we think about marketing on social networks, we need to understand how they work and why they are different from each other in order to fully take advantage. And then we need to think about how they work together—a seamless social strategy that integrates into a brand's marketing strategy, overall.
Let's take a look at the top social networks and some elements of them marketers should consider in a social marketing strategy:
Most every marketer today is leveraging Facebook, or trying to figure out how to do so. Marketers can decide how much investment to put against this customer-centric platform and determine their goals. While some see it as a branding play, others are trying to drive direct marketing from it. Either way, consider these points:
• Engagement vs. Marketing: This debate still rages on, but the choices about post intent should follow your strategy, overall. If a brand wishes to balance engagement and marketing, remember that engagement posts (posts that ask questions or encourage response) are more likely to get those sought-after "likes" and comments.
• Likes and Comments: So why are they important? The more likes and comments, the more a page is seen as relevant by Facebook. Just like a search engine, Facebook uses data to decide how relevant posts are and how visible they are to a given marketer's fans.
• Remember Where a Brand's Posts Are: When a post is displayed to your Facebook fans, that message is on their walls, not your brand page. Avoid asking fans to check out any part of a Facebook page without providing a direct link to that page.