Social Engagement That Makes Sense for Cross-Channel Marketing
Everyone is jumping on the social media bandwagon, but very few businesses understand how to leverage it in a way that drives real engagement. How do you integrate social media so that it benefits both the organization and its constituents? Very carefully.
First, determine your goals. Marketers often struggle with the question of whether to add social engagement campaigns into their marketing mix. Beyond that, they have to decide how social media fits in with their other cross-channel campaigns. How much time and manpower will it take to manage these social marketing campaigns? How do you attract new fans and followers? Can social engagement really drive leads and sales? How do you engage existing fans and followers? How do you convert those semianonymous fans and followers into direct marketing customers?
It's well worth giving these questions some consideration, but the bottom line is that if you're a brand marketer who would benefit from transitioning your social community into direct marketing programs, you should consider it. It probably makes sense to integrate social media engagement into your cross-channel strategy — as long as you do it flawlessly.
Create a road map for what it will look like and how it will be implemented. What specific social channels are most relevant? What partner can give you what you really need in order to succeed? I recommend a social engagement partner that has ready-to-use apps in more than just one social network because, chances are, your customers are on more than just Facebook or just Twitter.
Facebook's new sponsored stories and premium ads can be placed into a fan's news feed, enabling Facebook users to see sponsored stories when one of their friends interacts with or endorses a brand. This translates into about 75 percent of the fan's friends seeing the message, which is about four times the response rate typically achieved through original Facebook advertising.
Related story: Cross-Channel Campaign Management in the Cloud