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The information found on the Social Web can be genuinely interesting and quite informative when applied to a business. If you enjoyed this post, consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader. Whilst the general prescriptions you make on this article are right, I do take some issues with your definitions of success.
An awful lot of Social Media campaigns do a very good job of generating interest but fail to do anything with it which is a crime and potentially suicidal when you have bills to pay. In marketing, a little learning can be a dangerous thing but testing to learn from results is a great technique. I don’t mean to pick holes because fundamentally what you say is correct I just have issues with viewing social media in isolation instead of part of the whole and I hope the information is useful to you and your readers. One thing that I do see neglected alot in Social Media Marketing is the ability of a marketer to adapt to a specific persona. Facebook has exceeded 500 million active users - users that spend over 700 billion minutes per month on Facebook.
In May 2005, Business Week online magazine published the story, “Blogs Will Change Your Business.” Even though the article predated the splash of other social media venues like Twitter, Facebook and MySpace, that original story is still being read, downloaded and linked to by thousands of people each month. Social media reaches out to the world via the Internet where those, who might be interested in what you have to say or sell, are spending more of their time reading about companies, products and services just like yours. If you’re wrong, apologize, then make it right – Every company makes mistakes or falls short at times.
Listen carefully to suggestions, then act – Some of the best ideas for product and service innovations have come from customers. Make message your focus – Getting started in social media is not just about being up to date on the latest technology or being on the newest social networking site. Learn what’s being said about you – Find out where the existing conversations about your company, its products and services are taking place and what is being said. Have a goal – With your research in hand, determine what communications objectives are being met by the different messages posted on your site.
Social media rules are no different than rules for all other forms of professional communication, in which employees are directed to use sound judgment and common sense because their personal comments reflect on their employer. Once you’ve done your homework, designated responsibility for the work, and have decided which social media tools are most appropriate for your messages, create an official presence in the social networks you plan to use.
By the numbers – Adding social media to your overall communications plan will take time and resources. There is a variety of benefits for using social media as part of your overall communications plan. Make friends and influence customers – Jim Farley, Group VP of Marketing at Ford, reportedly moved 25% of his 2009 marketing budget out of traditional media and into digital marketing and social media. This “Social Media Strategy Map” is designed to help you assess where you are in the social media integration process and gives you a road map to achieve your goals.
All of us working in marketing and communications need to be more effective, more measurement-minded and more innovative in developing solutions for the coming year and beyond. On stepping out of life in large corporations a few years back to launch my first business, I firmly believed that business marketing and social networks should be kept well apart.
Now we unpack the three tips to help you harness social networks – another key component of the digital marketing revolution. So the first question, what’s the big fuss about social media networks and marketing? In 2012 Facebook passed the 1 billion user milestone – yep, one in seven human beings on the planet Earth is a Facebook user.  At its  initial public offer (IPO) in May 2012 Facebook was valued at $90 billion.
Between 2006 and 2013 Twitter, the short text sharing network, has grown to over 500 million users. The new boy on the block, Pinterest, the picture sharing network launched in 2011, reached 48.7 million users in early 2013 out-pacing the growth rate of both Facebook and Twitter. In many cases the end result of attracting and engaging people via social media is that they will buy products or services. She shows the following comparison of average ‘sales value’ for products bought via Facebook, Twitter and Pinterest. After realising I had to reconsider my views of marketing via social media, my first big challenge was knowing where to start – running a social media marketing campaign can demand a lot of your time and energy?
Our business is about helping clients understand and apply the most appropriate internet techniques to address their key challenges. So our next challenge was overcoming my natural ‘product engineering and marketing’ tendencies!
Using fun and intriguing pictures or video is key, and the great thing is it let’s you put the fun back into your professional life. At the end of the day you need to give people a real, visual reason to hook your message out of their newsfeed and blocks of text are not the way.
On a much grander scale, Oreo won the advertising war at the 2013 Superbowl by tweeting the following image within 2 minutes of disaster striking when half the stadium lights went out. The aim with all of this is to get the multiplying effect of friends sharing your newsfeed item with their friends, and their friends’ friends and so on. In some ways this can be the hardest step as it needs daily attention, difficult when you are busy, busy, busy with the business challenges. One thing that really helps is to tune into the expert groups who are focusing on areas close to your business, but do make sure that this will be of use to your fans or followers, and flag it up. For us, we’re interested in the movers and shakers in internet or digital marketing and helping our customers understand  areas such as social media.
In our next Internet Marketing Unpacked Blog, we explain two key lessons on measuring how effective your attraction and engagement efforts have been, and how this can be done easily . If you found this article useful or know of someone it would help, go ahead and hit those social buttons below and forward to your friends!
Just drop your e-mail in the box below or use Facebook to get our future blogs and recommended  resources. A Costa del Sol internet marketing company has launched a new package aimed at proving online marketing cover for local businesses with very limited budgets.
As the name suggests, Voodoo Internet Marketing’s new ‘Bare Bones’ package fills the gap for members of the Marbella and wider Costa del Sol business community who, due to difficult trading conditions in Spain, feel they cannot afford online marketing. For a monthly fee of €195 customers receive 8 hours of work from the Voodoo Internet Marketing team, spread across the month. Core accounts such as Facebook, Twitter, and Google plus will be kept updated with scheduled content as well as any necessary Search Engine Optimisation (SEO) carried out on the main website as needed. Additionally, Voodoo Internet Marketing incorporates an online reputation management (ORM) service as standard for all its customers regardless of whether they are in the Costa del Sol or abroad. Various alerts are set up for the customer brand name which in case any negative content should appear on the Google search engine results pages the customer is contacted by a member of the Voodoo Internet Marketing. Head of Voodoo Internet Marketing Alfredo Bloy-Dawson says the BareBones package serves as an invaluable alternative for customers who would otherwise carry out no online marketing.
For some smaller companies however, the 8 hours a month is enough to keep a presence in the long term. Google the search terms if you’re not in the first pages of Google then you need help, more than 90% of people searching do not go past the first three pages of Google.


If you do then great, we can spend the time using thing content, but if not we source external content as required. At the beginning of each month the customer will receive an Internet Marketing Report outlining individual search term performance. This entry was posted in SEO and tagged Bare Bones, Costa del Sol, Facebook, Google Plus, Marbella, Online Reputation Management, SEO, twitter, Voodoo Internet Marketing by admin.
We have a dedicated in house team of SEO and Internet Marketing specialists, plus an expert web design and development department. But there are other factors to consider as well because not all social media platforms are created equal as the infographic below shows.  And chances are your audience uses more than one social media platform.  So, which should you use? Each has a unique personality and image and each delivers your message in different environments.  Which best serves you?
Facebook has the biggest audience, but the news feeds are a very crowded environment.  Plus you can only reach a small percentage of that audience and of your Facebook fans, unless you advertise. While you may love tweeting, is Twitter is the best platform for you to send your message about a new product introduction?
Sheila HibbardSheila Hibbard takes the fluff, hype and confusion out of marketing and social media. An information packed e-course that will get your social media efforts moving in the right direction for your business.
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We suggest 8 steps you can take to effectively integrate your message across media, and guide it along its way.
Business Week Editor Steve Baker said that if the article had been published in print, it would’ve gone into the recycling bin years ago.
As a professional communicator and marketer, you can’t afford to stand by quietly while others are shaping your brand reputation. And it allows you to comment on news and events that others publish – it lets you explain to readers how these events may affect your industry, and your products and services. If your customers are commenting about something you can and should change, take their feedback seriously and do something about it. Use online listening devices such as Google Alerts, Twitter Search, Radian6 and PR Newswire’s Social Media Metrics to track conversations about your company and any mentions that appear online by using specific key words related to your company name, products and services.Talk to people within your organization who interact with customers by phone or e-mail. There is a big difference in speaking ‘on behalf of your company’ (as an official spokesperson) or ‘about’ your company, its products or business partners. Here are some ideas to help you start:Comment on a conversation – An easy way to enter the conversation is to comment on an existing conversation. For every activity, find a good reason to do it and a way to measure its effectiveness for your plan. By listening to and observing the responses and opinions of customers, you can discover their pain points, capture ideas for improvement, promote innovation, gain inspiration, learn, and develop empathy for your customers’ points of view.. Below I give three big lessons I’ve learnt in doing my about turn on social media marketing. Linked In, the professionals network, passed the 200 million user milestone in early January 2013.
As you’ll see Pinterest has edged significantly ahead of Twitter and Facebook on this metric as well as growth rate.
My career trained me to write thorough, logical text where being brief was not the priority. Sources such as the Social Media Examiner, Amy Porterfield, Melanie Duncan are therefore good places to find valuable insights.
When MacDonalds launched a 2011 Twitter campaign, they unleashed a tirade of complaints from frustrated customers, not the flood of happy experience under the Golden Arches they hoped to get.
It is vital that companies who depend on the internet to generate business ensure they not only have a visible web presence, which is vital these days for establishing credibility, but that this be a positive one,” he says.
My daughter is currently updating my facebook page, do I still need professional help with my online marketing?
Email us some basic details about your business (including the website!) and we’ll take a look for you and make some suggestions. You pay monthly in advance, if you don’t want to continue, you don’t pay the following month. Do I have to use Facebook, Twitter and Google+ or can I pick more appropriate platforms for my industry?
Pinterest, for example, is big in the decor and fashion industries, while LinkedIn is ideal for the B2B crowd.
She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media.
Certain markets respond better to certain personas, which is a large part of how I market through social media as well.
In the process, you can coordinate your product and service message and broaden its reach to new audiences, build your brand and learn more about the public perception of your company along the way. By integrating traditional advertising and communications messages into social media venues, you can guide your message instead of controlling it.
And it only takes minutes to publish your message, instead of days, weeks or months like other more traditional print or broadcast media.Traditional media is a monologue. Your primary goal in using social media is to improve communications with your audience, and to reach them where they’re spending time. He freely offered something of value to readers – useful information, insights and ways to help them save time or money, or make better buying decisions. For social media though, brevity is key and is enshrined in Twitter’s ‘140 character limit’. There is no small print, and you the social medial work we do on your behalf belongs to you.
The more that people read and linked to the story, the higher the article rose in search engine rankings under the topic of “blogs.”As more people read and referred the article, its popularity snowballed. Make it work for you instead of waiting for something negative to come up in some social media conversation to which you will need to react. Look at ways to communicate more efficiently and how to re-purpose existing content to reach new audiences.Before you enter the social media conversation, have a plan with specific objectives for what you want to say and why readers may be interested in reading and responding. When it is appropriate, and when you can add something of relevance and value, comment on the subject.
Last year, Business Week updated the article with new information about new emerging social media and the impact on today’s businesses.
And when you enter the conversation, the ground rules dictate that you have to be willing to receive the responses of others. Watch and gauge reader reaction and response.Start a new conversation – There are several ways to start a conversation depending on which social media venue you’re using. Document all major content points, and specifically what was done or said about areas of customer concerns and complaints.
And friends are future customers.Transparency builds trust – In 2006, Sun Microsystem’s Jonathan Schwartz became the first fortune 500 CEO to launch his own blog. To continue to keep the story up to date, they’re now soliciting new facts and figures from their readers through their Web site.


Or, more precisely, take 8 steps to integrate social media into your traditional marketing and communications plan.
The biggest difference between social media and traditional media, and the thing that makes many corporate executives uncomfortable, is that social media messages can’t be strictly controlled. Look at ways to extend the message from a standard online press release or news story into multiple social media venues.
On Facebook, you can simply ask a question or make a comment about a subject and see if others respond.
Tally both positive and negative comments, overall traffic and reach, as well as the size of the social “connections” you make (friends, followers, fans, etc.). He used his blog posts as a way to humanize a highly technical industry; he gave it a personal and friendly voice. This one article, now more than 6 years old, continues to live and grow in relevance.The “strange thing” that happened to this Business Week article to give it such a long and vital life is the reason for this post. But they can be “guided.”We’ve all heard stories like a scandalous e-mail from a company executive that makes it onto a social media venue.
Is there something being talked about that would be useful or interesting to other customers or prospects?Read your own Web site – It may seem obvious, but look at your existing connection to the Internet – your company Web site.
How about that video of a product manager speaking at a conference seminar, or the photographs of your corporate involvement in a charitable event? Using LinkedIn, you join industry-related groups and then ask a question or make a statement and solicit readers’ comments.
Then, provide your management team with a regular summary of the effects of your presence and participation in sites. It’s this potential for broad reach and longevity of a message that differentiates social media from traditional media, and it’s why every marketing communications professional needs to consider how to integrate social media into their traditional marketing communications mix. Other people link to it and share with their friends, and in minutes, it becomes breaking national news. These are all materials that could be easily translated into social media venues.Go for strategic visibility – Evaluate and choose the social media venues that allow you to contribute most effectively to the conversations about your company. If you can simplify your comment into 140 characters or less, you might consider Twitter as a means to send out a teaser statement that will attract readers to a longer story you post elsewhere.Creating a blog gives you much more control over the content you publish. If you can’t think of a way to evaluate your activities, then consider eliminating it from your plan.. More important than the numbers was Schwartz’s openness and honest response to comments, questions and suggestions. Social media represents an evolution in communications and an opportunity to build relationships unlike anything before.By using social media to broaden the distribution of your business communications, you are taking your message to where people can be reached more easily to connect.
Collect a snapshot of the one-way conversations you’re already having with your customers and the content of your communications. You don’t have to be everywhere, just list the broad spectrum of available tools and consider how each might serve your company’s needs. You can define the topic, review comments before they are posted, and also post video and audio files.
Your customers and potential customers are online every day looking for and commenting about news, ideas, and products and services. Look for pages that are updated frequently or that might benefit from adding a way to accept feedback or two-way communication. For example, if you have a video of one of your managers giving a presentation at an industry conference on your Web site, you may consider posting it on YouTube to make it available to a wider audience. There’s a lot of flexibility, however, you’ll need to make your audience aware that your blog exists by linking to other sites with similar interests, or sending e-mails to alert potential readers of your published posts.A blog gives you an increased presence on major search engines (so people can find your business Web site easier too), and enables you to build a regular audience if you provide regular information that is useful and relevant to your readers’ needs. Transparency and openness that starts at the top can influence an entire company and build customer trust.Generate innovative ideas – In 2008, Starbucks’ original CEO returned to the helm of the company to help the struggling global corporate giant return to their roots as a friendly local coffeehouse. And if your company isn’t taking part in the social media conversation, you can be sure your competitors are there, searching through blogs and articles for new ideas and insights that could improve their business. Can your messages be adapted and coordinated to answer or address customer questions and concerns?Summarize your research – Compile all your results from this research in a social media report that you can present to your company’s decision makers. You could also include excerpts of the presentation in a blog entry and provide a link to the full video.Define your selection process – Don’t just rely on the tools with which you are most familiar.
They’re placing their ads on sites where your customers visit, and they’re looking for ways to leverage your social media silence to their advantage.Give up control, gain new opportunities – Control of your marketing message today is an illusion. Show them the contents of conversations happening about your company and evaluate for them the potential impact that social media can have to influence these conversations in a positive direction. Even if you’re not using social media, your customers are, and messages that they publish about your company can be just as beneficial as anything you might publish yourself.
Possibly, you already know what tools will work best to get your message out but, for the benefit of a client or company executive not familiar with the social media landscape, you want to explain your rationale. Starbucks then created an “Ideas in Action” blog that gives updates to users on the status of changes that their customers suggested.Become known as an innovator – William Baker, professor of marketing at San Diego State University, surveyed 1,600 corporate executives on their companies’ use of social media. You may not be able to control what others say in the social media conversation, but you can provide a balanced perspective of events and control your part of the conversation, and that’s your greatest opportunity.Managing online criticism – One quality of social media is its openness and transparency.
It’s much more valid to say, “From my research, I believe YouTube would be the best choice for a video-sharing tool, because it offers a free posting and key-word search capability, and has a large and involved community of viewers.”Assign responsibility – Identify who will be responsible for managing social media use. He found that firms that rely heavily on external social networks scored 24 percent higher on a measure of radical innovation than companies that don’t. Decide who will generate the content, who will monitor it, and how these new activities will fit into the current workload. Listening and interacting with customers through social media can be an effective communications strategy that leads to other innovations. Transparency, openness and responsiveness are all good for the corporate brand and the bottom line, especially when that openness leads to greater customer trust, development of new solutions and service improvements.Take a position as a thought leader – One of the most popular healthcare blogs is “Running a Hospital,” written by the CEO of Beth Israel Deaconess Hospital, Paul Levy. In it, he address the issues he deals with each day as a hospital CEO, shares his thoughts about hospitals, medicine and healthcare issues, and puts current news into perspective. Not only does the blog humanize the process of running a large hospital, it gives real human examples of the activities and decisions that executives make to heal lives.. Never publish anything that you wouldn’t want thousands of people to read.Whose social media is it anyway?
According to Brian Solis, a recognized leader in social media, the question of who owns the responsibility for handling social media publishing within a company is an ongoing battle. You remain in control of creating the strategy for your message and releasing the official version. This gives customers and prospects a perspective on which to base their opinions – and include in their conversations. A Twitter post you make might send a reader to a positive news article or blog entry about your company, a new product or service innovation, or a release about your presentation at an important industry conference.
Always consider the relevance of your conversations; stay focused on your communication goals, objectives, and the value of providing balance and facts as part of a conversation.



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