social media strategy Archives - Woolf Media & Marketing

When you start to build a social media marketing campaign, you don’t just charge off and start posting comments and sharing random videos on Facebook. You need to consider your objectives and what you want to gain from social media engagement. You should have a strategy in mind and then use the right tactics to ensure your social media success.

Here are five easy steps to help you succeed with your social media marketing strategy:

1. Understand your objectives. Do you have clearly defined goals in mind for your social media program? What are you trying to accomplish? Increase brand recognition? Build an online following? Expand your mailing list? Whatever the objective, be clear about what you hope to achieve so you know success when you see it. (And remember, selling through social media is not acceptable so don’t link social media objectives to sales goals.)

2. Know your social media channels. Understand how to engage with followers on each social media channel. Facebook, for example, is good to sharing brand information and engaging with customers and prospects. Twitter is good for distributing instant information (it’s been great for those looking for their favorite food truck), and for trending data. LinkedIn is great for business-to-business interaction, especially through the forums. Pinterest is useful for sharing goods and success stories, those “favorite things” that build business. Understanding how your audience uses each channel is the first step to understanding how to engage.

3. Listen first… The biggest mistake most social media newcomers make is diving in before they test the waters. Take time to listen to what is being said before joining the conversation. You want to go with the flow and attract attention rather than act like a party crasher.

4. …then engage. Once you understand the nature of the conversation, you can engage appropriately. For example, you can use blog content to promote conversation with contacts on Facebook, or you can post other people’s content. On LinkedIn, however, you can use the same blog but turn it into a question for use in the forums: “Is this your experience?” “How would you handle this situation?”

5. Measure the results. Set milestones and measure the results. Are you looking for more likes? More followers? More comments? How many new contacts can you now engage with directly, and perhaps promote a separate sales call? Choose metrics that are meaningful to your business and measurable.

Now assess your progress, and your process. Are you getting the kind of quality social media engagement you want to build your business? Are you getting enough social media exposure, in the right places? Identify the weaknesses in your program, make the necessary adjustments and then rinse and repeat. Part of the secret to social media success is consistency and frequency, so continue to engage as often as you can with quality comments and content.

An interesting discovery came to light this week that may give all those self-proclaimed social media gurus pause. According to new research conducted by URL-shortening service bitly, the average shelf life of a social media post is about about three hours. I originally spotted this tidbit in a repost from HubSpot, which offered its own insights:

By calculating what bitly is calling the link’s ‘half life’ (the time it takes a link to receive half the clicks it will ever receive after it’s reached its peak), bitly evaluated the persistence of 1,000 popular bitly links, and found some strikingly similar results.

Half Life Research Results

The mean half life of a link on Twitter is 2.8 hours.

The mean half life of a link on Facebook is 3.2 hours.

The mean half life of a link via ‘direct’ sources such as email or instant messaging clients is 3.4 hours.

The mean half life of a link on YouTube is 7.4 hours….

From this, bitly concludes that when it comes to the lifespan of a link (if you exclude YouTube from the equation), it’s not where the link is shared that matters; instead, it’s more important what the link shares (the content) that has the potential to attract more clicks and engagement.

So what does this mean for marketers? HubSpot’s conclusion is that you need better quality content to promote engagement. That’s only part of the equation.

I think of successful social media engagement as encompassing the three C’s: Content, Conversion, Community. The quality of the content drives conversion to build a following. It’s no surprise that social media content is short-lived. That’s the idea, and I often counsel my clients that social media content is highly perishable, so while it is important to think before you post, agonizing over the perfect tweet or a Pulitzer-worthy blog post can run counter to the purpose of social media – to provide easily digestible sound bites that add to the online conversation while promoting your perspective, i.e. your brand. The trick is to give those sound bites enough impact to promote resonance.

So with this new revelation from the bitly research, marketers need to rethink their online activity in light of the three C’s:

1. Content – The quality of the material does promote interest and engagement, so be sure you post quality information in order to gain the trust of your audience and give them something they can share with their own social media followers.

2. Conversion – Whenever possible, give followers an ongoing reason to engage. If your material is consistently informative or entertaining, or particularly poignant about a specific topic, you will be able to convert readers into followers. Which leads to the third “C.”

3. Community – If you can build an audience then they will share the wealth, and as a byproduct promote your brand. You want to build a loyal following who is willing to engage with you and spread the word.

So even though your specific social media efforts have a relatively short half-life, the lasting impact should be felt through resonance. Whatever stone you choose to throw into the social media pond should produce ripples that will be felt long after the original post has been archived.

And, of course, there are more tangible benefits, such as searchability. Everything posted on the web is discoverable, and even when the immediate echoes of a social media post fade away, that original content is still there to be rediscovered either by search or happenstance. The Internet has a long memory, and social media just feeds the discoverable archive, so even if the shelf-life of a post is an average of a few hours, that post still becomes part of the discoverable web, so you never know when some Internet archaeologist will uncover you post for some future purpose.