How do you make social media marketing work for you?
Bear in mind, social media marketing is just one component of a social business strategy.
Often it just addresses the marketing activities such as brand management, customer engagement and support etc.
And in my work with social media and social enterprise leaders who are seeking to understand all the excitement and potential of this new business environment, we talk about these:
5 social media marketing components
- social media ~ the marketing and branding activities
- social networking ~ the internal and external collaboration activities
- social support ~ the customer support and peer to peer support activities
- social innovation ~ the new innovation processes (such as crowd-sourcing)
- social infrastructure ~ the legal, technical, governance, processes, etc that support the social business
Leaders in social business strategy tend to take a broader view than just social media. They see an entirely new operating environment for the whole enterprise ecosystem, and all the players in it.
However ~ and its ‘a biggy’ ~ my experience suggests 95% of organisations are unable to offer socially useful and interesting stuff (content) which creates meaningful value for people, communities and tomorrow’s generations.
They just don’t ‘get it’. They seem to be stuck in corporate brochure and interrupt advertising frame of mind.
Until they learn how
So this means social media is not working for them, and will not work for 95% of organisations. It’s just not the effective marketing medium many assume it to be ~ until they learn how ~ and are willing to provide meaningful value at no cost to the audience.
Quite a big mental leap for most organisations.
It’s what I help them get their heads around.
Here are some of the initial things I get them to think about doing and providing for their audience.
It’s easier than you may think to develop remarkable ideas for your social media marketing, even when you’re feeling totally uninspired. Just use the following handy list of 36 topics to trigger an idea for your next piece of remarkable free content:
- Create a list of the best industry resources
- Talk about something that has changed in your industry in the last decade (or last 5 years, 3 years, etc.)
- Attend an industry event and blog about it afterward
- “What I Learned About Business From [Your Favorite TV Show]”
- Interview someone well-known in your industry
- Write a post respectfully taking a different position about a post written by someone else in your industry.
- Comment on recent news about your industry, giving your take on it. (Search Google News if necessary to find recent press releases and news stories.)
- Create a poll. Blog the result.
- Create a chart that breaks down a complicated industry problem or issue
- Publish a PowerPoint presentation you gave at an industry event
- Create a list of the Must Follow Twitter people (or Google+ or Facebook Pages) in your industry
- Find an industry-related question on Yahoo Answers or OnStartups and respond on your blog
Your Business and Your Customers
- Why your business is different (and better) than your competition
- A video tutorial showing how to use your most popular product
- The answers to the most common emails or customer support questions you get (make sure you do not reveal anything confidential or customer-sensitive – even inadvertently).
- How you delegate tasks (or what you mucked up by not delegating)
- Answer questions left in your comment section
- Give 5 reasons to sign up to your email newsletter
- How you learned to do what you do, or how you got into your current business
- Highlight your customers, such as a Customer of the Week (or Month) feature. Or, publish a customer testimonial, along with a heart-felt thank you.
- Give something away to one of your blog readers/ customers
- Feature a video detailing a customer’s success with your product
- Share your biggest screw up with a customer and how you made it right
- Explain how customers can connect with you on social media
Get A Bit More Personal
- What have you read lately that inspired/angered you?
- Introduce your staff and what they bring to the table
- Share the best [or worst] decision you made as a business owner
- Your biggest challenge as a business owner
- What you love best about being a business owner. What you don’t like.
- The danger of doing everything by yourself
- Write about the achievement you’re most proud of
- Create a video introducing your company to your community
- Share the local vendors you trust
- Give people a video tour of your building
- Your new baby (whether that’s a real baby, a pet, a new project, the car you’ve been restoring for the past two years, etc.)
- Share 10 things you’re thankful for
The reality is that social media marketing isn’t too hard, but it is time consuming.
Of course there is plenty of automated software out there that will make Tweeting, posting to Facebook, Google Plus or your blog less time consuming, but those are just the tools. The real success stories in social media marketing come only to those who actually nurture relationships.
How do you nurture relationships?
What part of your social media marketing works well for you?