The Dos and
Don’ts of Social Media Marketing
By Pam Lontos
If you haven’t gotten on the Social Media Marketing (SMM)
bandwagon yet because you think it’s just a fad with no real bottom
line benefit, think again. One professional speaker has been using
SMM for less than six months and has received two book contracts
with mainstream publishers, has contracted four full-fee speaking
engagements, has secured a keynote for a large international
convention, has been contracted for a monthly column in a large
distribution magazine, has received a consulting deal in a new niche
market, and has contracted with two foreign governments for
consulting services … all because of social media marketing.
“But that’s just a fluke,” you may say. Not so … the fact is
for those who do SMM regularly, these kind of results are more
common than you’d think! If you’re ready to receive some
serious benefits from your SMM campaign, adhere to the following dos
You want people to
know that they’re going to get a message from you every Monday,
Wednesday and Friday (or whatever days you decide). So pick a
distribution schedule and stick with it. If necessary, put reminders
in your calendar so you remember to post your microblogs on those
Don’t abandon your
Don’t assume that
you can abandon everything outside of the social media marketing
realm once you start having some success. SMM is just one part of
the funnel that brings people to your product funnel. It’s a useful
and cheap part, but you also need the credibility and marketing from
other traditional publicity tools, such as print publicity, radio
interviews and television appearances. In addition, some online
reputation sites will give you a lower ranking if you don’t have
anything in the “real world.” Just remember, you still need media
exposure and a physical presence, in addition to your online
presence. Acclaimed financial expert Suze Orman is at the top of her
game because you see her name everywhere – she’s interviewed in
magazines and newspapers, is seen on TV and heard over the radio.
That’s why so many of us rely on her advice; she is seen as the
financial expert because she is all over the media. So, be sure to
keep getting publicity in print and other traditional media, in
addition to generating attention with SMM.
Don’t be negative:
your image or brand has something to do with complaining, don’t do
it. Only complain if complaining is what you’re known for. It’s
better to give positive reinforcement in your microblogs because
people are bombarded with negative messages every day. You don’t
want your message to be lost among the other negative ones. You want
to be the one positive thing in people’s day. You want them to look
forward to the next time they get your message.
Do follow the right format for your microblogs:
Be sure that your
micro-blogs include helpful advice, insightful tips or unique trends
that your followers will learn from; this kind of information will
grab their attention and make them want more. Each microblog should
be 140 characters, including punctuation and spacing, in addition to
your Web site link at the end. The more helpful and unique your
messages are, the more interest you will generate, thus bringing
more people back to your site.
Do “funnel” your
SMM contacts to your Website:
The goal of your microblogs is not only to reach your target audience and
help them solve their problems, but also to drive them back to your
Website to sell your products or services. That’s why it’s so
important to include your Website at the end of your microblog
message. So, when your readers want more information or want to buy
your products and services, they can go directly to the source: you!
Do have a place to
collect all your postings:
Anytime you do a post on Twitter, Facebook or any of the other SMM sites,
you’re really creating a microblog. You need a place where your
microblogs collect. Twitter provides that service, but if you use
theirs you’re giving them all the traffic. Rather, have your
microblogs collect on your own blog. Then you can have your long
posts there, as well as your shorter microblogs.
Do devote enough
time to your SMM campaign:
Individuals who are successful with SMM spend an average of five to seven
hours per week developing and working within their network. If you
can write your microblogs quickly you won’t add too much time.
Remember, it’s not always about the number of contacts you collect,
but rather having the “right” contacts and reaching your target
Do make sure your
profile is 100 percent complete:
You won’t get ranked in the social media searches unless your
profile is 100 percent complete. Realize that a photo for your
profile accounts for 20-40 percent of your ranking, so if you don’t
include a picture, you’re setting yourself up for failure.
Therefore, the biggest profile factor after your name and e-mail
address is your photo. And by the way, logos don’t count as a photo,
even if your logo includes a picture of a face. The bottom line is
if you want your message to spread through the Internet, make sure
your profile is complete.
Get Famous with SMM:
Media Marketing is a vital addition to any PR campaign. When you
follow these simple dos and don’ts, you’ll get people following your
every move, which will lead to more customers and higher sales – the
exact payoff every business needs.
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