Mechanics of a Social Media Presence
It can be effective to run social media marketing campaigns. These could be specific events designed to stand out and create a noticeable impression. These tend to rely upon viral dispersion but often get talked about by others online and in printed media as well.
There are references to many such campaigns online. I can case study our involvement in the campaign with Australian PM Kevin Rudd following the devastating bush fires in 2009 and also the campaign with Action Aid in Tanzania.
Working on the notion of a client ‘Client X’: Create Client X accounts on Facebook, MySpace and other social networking sites. These accounts act as a billboard in those communities and bring Client X interest back to the Client X site.
Monitor all discussion forums, blogs, and other information sources on the web for mentions of Client X.
Create community tools on their own web site to encourage discussion, lead generation, and product development support.
Participate in every discussion about their product that happens on the web, even if only to thank people for discussing the product. Through this they personalise interactions between consumer and product.
Automate the monitoring of the web for the popularity of their products and those of their rivals.
Actively track performance measures of the sales of their products and their social media reach.
Update their blog daily and participate in other blog discussions across the web.
Be a person! Participate freely in conversations on the web that they are just interested in not necessarily about product or subject matter – unless specifically asked about it or it’s obviously relevant.
Demonstrate competence through their blog. This means most posts are not directly about their products, but provide value beyond their products. One post may talk about a new product being released, followed by ten related tips.
They build product reach using interactive tools like affiliate programs, business partner linking and some contests like “name the product” or “design a product” or “find the shop on a map.”
They reward good behavior in their communities and on the web. They personally write to / acknowledge their biggest fans. They invite people who are knowledgeable to write in the Client X blog and participate in the site. They gracefully acknowledge expertise, enthusiasm, and participation.
The application of social media systems involves the participation in the greater social web community. The directors and their staff need to be a good ‘community members’
in order to reap the benefits of social media tools. (They have to honestly give to honestly get).
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Our SEO blogger is an expert in Web Marketing, Usability and Interface Design. He has been a vital part of The Blue Cube Communications since 2003. As the West Midlands fastest growing web marketing agency, we always strive to maximise return on investment for our customers.
