October 28th, 2009
by Amy Dunn
Dear Web 2.0 Fear Specialist-
I am a marketer for a medium sized company and am being told that we must adapt to the new culture of marketing and advertising that has emerged as a result of social media. To comply with these demands- we hired a social media strategist 6 months ago to help us vamp up our marketing campaign. This person seems to know what he is doing: we now have a Facebook page…we are Twittering, Stumbling, Digging and seem to be Linking In well enough. I am glad we are able to do this- but how do we know it is working? What should we be looking for?
Sincerely,
Mary Marketer from Minnessota
Dear Mary,
I completely understand your concern! When you work for a small or medium sized business (or any sized business) each dollar spent in your marketing plan is precious to your company and must be carefully scrutinized. And that was the way things were BEFORE the economy took a downturn!
I prescribe 7 Considerations for Tracking Social Media Success on Top Rank Blog. This blog offers intensive therapeutic marketing practices and I often read it myself!
This article advises marketers to identify their target audience and to find their communities using social media monitoring tools such as Google Alerts or Social Mention (I like these because they are free and easy to set up- however there is software you can pay for to offer more advanced results if needed).
Marketers should also look for relevant and active people to ENGAGE IN CONVERSATION in social media accounts. Having 20,000 followers in Twitter will not make you a marketing sensation when most of them are useless spam accounts and non users. Look for people who actively listen. How many QUALITY connections do you have in social media? Better to have a few active listeners that you engage with regularly than having thousands and thousands of people who are not listening nor care about your message. Hmmm….something to think about?
One more tip- check out this free online tutorial as soon as possible- The Power of Web Analytics. It will transform the way you do business!
The Bottom Line-
Social media success takes time. The seeds of relationships need to grow and you’ll need to invest what’s needed to make it work for whatever end goals that are set. Expecting results in a month or two isn’t realistic; it may take a year or more. It really depends on the Roadmap that guides your: Audience > Objectives > Strategy > Tactics > Tools > Measurement. Effective social media participation is about building a network and building trust. That doesn’t happen overnight. Be patient, do it right, and you’ll be rewarded in the long run.
So consider those points Mary as you are attempting to find your way through the social media mayhem out there! Good luck to you!
Sincerely Yours,
The Web 2.0 Fear Specialist
If you have any Web 2.0 Fears or questions- contact me in Twitter @wildwebamy! Hope to hear from you-
Web Marketing Therapy Related Links:
- Twitter Trailblazers: The “Kogi Effect” and Other Social Media Success Stories
- Ask the Marketing Therapist – How To Max Your Social Media
- Social Media Marketing Tips
- Should Press Releases Be Shared on Social Media Platforms?
Amber Sims Hinterplattner
(October 28th, 2009 at 1:27 pm)
Great posting! Thanks so much for addressing the concerns that Mary discussed, as she shares the same concerns as so many business owners! Social media is not static and needs active cultivation as you mentioned before any harvesting of the benefits occurs!
Yours Socially,
Amber
The Marketing Therapist
(October 28th, 2009 at 10:20 pm)
Amy,
GREAT post! The http://www.toprankblog.com/2009/10/social-media-success/ link is a GREAT article – love that!
Social media is about engaging and conversion…finding the heart is the biggest part!
-The Marketing Therapist
Amy Dunn
(October 29th, 2009 at 5:05 am)
Thanks for your comments! Top Rank Blog, http://www.toprankblog.com/, is an excellent resource to help business owners and marketers define and implement their social media marketing strategy. Good luck Amber!