Putting the "Social" back into "Social Media"

 I have been reflecting lately about just how important it is to understand what makes social media work for online businesses.

Social media may mean different things depending on which site you utilize.. For example, Twitter is  designed  basically for  “updates” with others. Facebook has a far broader program,  allowing news articles,  photos,  events organization and joining,  along with status updates.

One main strength of social media is that it supports SEO campaigns,  allowing your company name or profile to pop up when linked to activity on the web.

Dynamic Business has an article about how social media is thriving these days as a branding and marketing tool.

  Expanding the client base,  increasing sales,  and upping SEO power are what most online business owners have in mind when they decide to get into Facebook and Twitter accounts.

But exactly how and why does this work?

From their piece:

No one really knows whether getting Facebook likes or re-tweets equates to new customers.  Most presume that eventually it does, otherwise why bother participating? Whatever the end result, simply being part of the conversation is fundamentally important. Here are the simple facts why:

• All combined social media networks have in excess of a billion members.
• More people get their news online.
• Social media is increasingly integrating itself into our lives as a routine and not as an activity.

What this means is that more and more people are using, connecting and sharing information on social media and other online platforms. This is now a valid communication channel that is culturally shifting the way we connect and communicate, and businesses need to grasp this.

Here are three key points every business must consider:

Community management

It takes more than likes, followers or views to be successful on social media. To begin with, it takes development, planning, effort, and an engaging environment. Businesses must listen, create conversation and interaction while at the same time producing a valuable and interesting experience for customers and reinforcing the brand positioning and unique selling point of the business.

Content development

Content generation and a publisher mind set is no longer enough when it comes to content. A business must be able to create valid content in multiple, shareable formats. The aim is to build a connection between the brand and its community that is authentic, creative and motivating.

Burberry’s activity in 2011 made it a stand out brand for social media interaction. Its Spring/Summer and Autumn/Winter shows were streamed live through a video feed. In addition to this, its fragrance ‘Body’ wasn’t unveiled on TV, but on Burberry.com and YouTuberewarding individuals who liked Burberry on Facebook.

Social media tools

Investing in social media applications is beneficial. It doesn’t require a huge financial outlay, often just paying a little extra will give you a raft of more features than you’d get with the free version. This means that you’re able to do more with the platform, such as monitor engagement, manage mailing lists and so on. It’s important you choose the right tools for your business, along with the appropriate strategies to ensure you stay on top of evolving technologies.

It’s essential SMEs embrace social media and see it as an opportunity to engage and encourage consumers. Social media is constantly changing, so being ready to change with it is vital. Those that don’t attempt to understand are choosing to ignore one of the most significant developments in technology, media and marketing.

Why does your business need Social Media to stay ahead?

Q: WHY does my company need social media?
A: Let us help you understand how it can help your business

Social Media Marketing (SMM) is an effective way for you to interact with new and existing customers and provide value for your brand.

With new competitors emerging daily, your brand must keep customers engaged. Today, social network use is one of the top 4 online activities.

Social media marketing is an unobtrusive marketing platform that allows buyers to interact with your brand at a personal level.

By tracking comments and feedback on social networks your company can determine if customers are happy with your products and services.

This vital, direct-from-consumer data will help your company predict and track emerging buyer trends. If you haven't yet considered this type of marketing, you're already behind the competition.

visit the MMCG website for more help with your social media needs

Social Media Management : The Persona and Character

Image via Wikipedia

I came across a superb article regarding what makes for  fantastic social media management and the ability to achieve maximum search engine optimization. 

   It is by Mike Sweeney and it appears on Social Media Today.

Besides the excellent writing and content,  I am surprised and pleased at how many of these traits my partner Suzan Pleva has.  She is a serious social media professional,  and I would like to emulate some of her qualitites: 

From Sweeney's article:  

The Must Haves

• You are a marketer first, social media marketer second.

Social media marketing is just another marketing tactic in a pool of lots of marketing tactics. If you don’t understand how social media works with content marketing, SEO or email marketing, you’re simply not as qualified as the next candidate who does.

• You are a very good writer.

Some argue that writing has become less important in a world of scanners, skimmers and tweeters. On the contrary, writing is more important than ever.

• You understand that content drives social media marketing.

Social media conversations can be very fruitful, but conversations plus engaging content is the formula that takes your social media efforts to the next level.

• You embrace the “social” aspect of social media marketing.

You have to like reaching out to people and engaging in conversations, albeit conversations that are a bit different than the ones you might have in your living room. I don’t care if you know how to use every Twitter application in the universe; if you don’t start with a passion for learning about people, you’ll eventually grow tired of this position.

• You know or want to learn the ins and outs of social media properties.

You have to possess a natural curiosity and penchant for exploring the nooks and crannies that others simply don’t pay attention to, because with social media, you never know where your audience is lurking.

The Nice-to-Haves

• You move quickly but with a defined purpose.

Social media is a fast-moving game, but fast cannot turn into sloppy.

• You are a real self-starter.

I hear the phrase “self-starter” at least once a day, and I only know a handful of true self-starters. If you are one of the real ones, you may have a place in social media marketing. In any industry or category that is still being defined, self-starters can secure an immediate advantage.

• You are not a diva (or the male equivalent).

Social media marketing is a team sport. Everyone has an ego, but if you want to play this role you’d better find a way to suppress it.

• You think strategically.

If you are able to articulate how social media fits into a broader marketing strategy and how it contributes to even broader corporate goals, you are golden.

Bonus Points

• You never call yourself a social media maven or guru.

Most social media mavens or gurus could never actually manage a social media campaign; they just play the super hero role in meetings.

• You come with a social media audience.

If you’re joining an organization and already have a social media following, you have a head start. That alone should not get you the job though.

For those of you who consider yourselves exceptional social media managers, what is missing from this list? For those of you who have hired social media managers, what separates the good candidates from the poor ones?

 Some more interesting banter on this topic ,  from Design Spike: 

• We like you if you know how to implement a strategic plan.
• We don’t like you if you just randomly start throwing stuff out & responding to g_d knows who about g_d knows what.
• We like you if you know how to monitor (no, not sucking up to Lisa & Marty, but they both rock this…take a look at their systems and try ‘em).
• We don’t like you if you ignore mentions or questions.
• We like if you if you try out the latest and the greatest to see what’s what.
• We don’t like you if you swear by all of them and think we should use ‘em all.
• We really really really like you if you are transparent and honest.
• We can’t even look you in the eye if you’re disingenuous, cheesy, salesy…you get the picture.

If you want a good job description for a Community Manager, check out Marty Weintraub’s blog post on the subject (um, heads up, we so think he’s the man.). And Jamie Lynn Morgan has a great quick blog repost on What Makes a Good Community Manager from 5to9 Branding.

So get out and find or create a great online social media or community manager. But look for honesty, ingenuity, brilliance, and integrity. Source 

Related articles

• New Media Travel Recognizes B&B Owners for Social Media Marketing Campaign to Reach New Customers (prweb.com)
• Traits of an exceptional social media manager (holykaw.alltop.com)
• Speaking at MediaBistro Socialize 2011, Social Media Marketing Bootcamp, McGraw Hill Social Media Taskforce and Radian6 User Conference (webmetricsguru.com)
• What Makes an Exceptional Social Media Manager? (socialmediatoday.com)
• SEO and Social Media Marketing Must Work Hand in Hand (ikroh.com)