The recipe for writing the social media bad romance was simple. Take a relatively cheap medium, mix with an entrepreneurial spirit, and top with a dash of frenetic marketing. Stir until well blended.
I was reading a forum battle between social media gurus regarding the saturation, reduncy, and general misdirection of so many social media websites and widgets. Too many social media websites? Extremely targeted and niche sites. Global Davids to the Facebook Goliath. Apps that manage apps managing your social media participation. In the beginning … there was none. Like all trends, it has grown exponentially.
To social or not to social? First, claim your business name on all possible sites even if you don’t plan on using them. You will thank me for this one day.
Generally, find and implement campaigns on social media sites that reach your target audience. Yes, you will need to define it first, and that can be difficult since your social media target isn’t always your general target or hit list targets.
Consider your demographics, but also consider who is participating in response to your posts and information. It’s possible to reach your target through an extremely generic site, simply by crafting your profile or your information to attract your target. If another target is responding, it’s either the wrong outlet or your information is not well considered.
What to market? You can market yourself, a product, your business, your brand, or a little of everything. The most successful social media campaigns are specific. It’s difficult to express a complicated idea on Twitter. Or convey it through photographs on a photo sharing site, like Flickr. Social media campaigns should be simplistic in design, as in choosing one facet or benefit of your product or service, and using visual engagement to sell it.
Cheap Tricks: Before and after photographs, client testimonials, iconic imagery, *trend following
*An example of this trick: Pink hats are in style. Every celebrity is wearing a pink hat. Your product is a luxury cosmetic product, let’s say a tanning lotion. Share your bottle wearing a pink hat. Next week, giant purses are everywhere. Share your bottle wearing a giant purse.
Trend Example 2: Trending topics include pop culture news. A campaign can be crafted to sell your company in connection to pop culture icons. Video production sales? Celebrity A is in a feud with Celebrity B. Wish we had it on video. The perfect trending exploit tweet.
If trend following is not for you and you need something less avant-garde, remember that simply expanding your network through your participation is more than good enough. Go to your customers’ pages and profiles, and post something. Thank them. Compliment them. Invite them. Don’t wait for them to come to you!