Expert perspective: Seven (7) Social Media Marketing “Musts” March 23, 2011

Seven (7) Social Media Marketing “Musts” (or you’re destined to bust)

Some companies see Social Media marketing the way Paris Hilton sees “bling”.

A bright, shiny, sparkly new distraction that has people fixated on
something they just HAVE to have.

Why? Because Social Media and viral marketing are buzz words being thrown around throughout the media with the promise of “FREE” marketing.

But just having a presence on Social Media won’t ensure your business will thrive. In fact, if your business or product sucks, or if you treat your
clients or employees badly, Social Media will be your worst enemy.

Save yourself and your business. Follow these seven “MUSTS” or you’re
destined to bust.

1. You MUST begin with a strategy.
Set out benchmarks on what you want to achieve before you begin. As the
Cheshire Cat remarked to Alice In Wonderland, “If you don’t know where
you are going, any road will take you there”.

2. You MUST integrate your Social Media marketing plan across all
departments.
From sales to operations, from the Chief Cook to the Bottle Washer, every
person who works for your company is a representative of your brand. Make sure that all departments are aligned and educated with your Social Media policy so messaging is consistent and customer service is paramount.

3. You MUST listen first.
Are people talking about your business/industry? What are they saying?
Where are they spending their time online? You can’t solve your clients’
problems if you don’t know where they are and what they want.

4. You MUST reply when it’s appropriate.
The strength in Social Media is the engagement factor. Gone are the days
when you would send one message to many people. You are now empowered with having a dialogue with your customers and acknowledging that they are important to you.

When people provide you with feedback (good or bad), THANK them. Negative feedback can be tough to take, but there may be an opportunity to learn from what they are sharing. Travelocity has thousands of reviews; both good and bad. People will ultimately decide for themselves, but how you handle the negative responses will speak volumes.

5. You MUST give more than you receive.
You want to be considered the expert in your industry so you have to start
by providing insider tips, tricks and information. On Twitter, the rule of
thumb is 70/20/10 = 70% sharing relevant information, 20% sharing someone else’s information (i.e. re-tweet) and 10% should be self-promotion. Be sure to post regularly and authentically to build trust.

6. You MUST build relationships built on quality, not quantity.
This is one of the biggest areas for “shiny object syndrome”. Having thousands of followers or fans doesn’t amount to anything if they don’t convert into sales. Ten loyal high paying customers are better than a thousand followers who don’t buy a thing.

7. You MUST measure metrics. Set benchmarks at the beginning. Measure what is working and what isn’t. Repeat.

Social Media marketing is really quite simple. Behave online the way you would in person. Introduce yourself, listen to the needs of your client, provide value, build trust and provide excellent customer service.

And stay away from bright, shiny objects. Especially if you can’t tell a diamond from a Cubic Zirconia.

Graduate of Group 31, Leslie Hughes is the Principal of PUNCH!media. With over 10 years of experience showcasing brands such as Weddingbells Magazine, Fashion Magazine, Visa Canada, Novartis and Prozac. A passionate follower of all things media related, Leslie has been involved with online marketing and sales since 1998.

For help with your social media or more information: Leslie Hughes
PUNCHmedia | Public Relations and Social Media Strategies
fan page: http://www.facebook.com/punchmediadotca
twitter: punchmediadotca
blog: www.punchmedia.wordpress.com