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Social Media & Modern Marketing

My View of Social Media

The development of social media continues to grow and morph. The ability of businesses to capture and capitalise on social media will be a challenge for years to come. In the past few years, there has been so much change in this area, it’s really difficult for most companies to consider a five-year social media plan or strategy.

Such a plan would miss technologies that don’t even exist today. Remember, Facebook only launched in February of 2004 Is it hard to think of life before Facebook?

Community Engagement continues to be a goal, however it has changed over the years.

Probably the nirvana of any marketing team is having people participate and engage with them once they create a social media platform. Many companies have had some success with their social media strategies, many in the B2C space. Understanding what success looks like, before you determine if a project was a success, is key.

Are there are dollars attached to the “what does success look like” view? Go easy on yourself the first time, take a look at your competitors and see what they’re doing. The best advice I can give is to talk to your customers and prospects and find out from them what they think.

How would each of these parties like to engage with your business? Don’t assume your 23 year old social media expert knows these answers. Social media crosses most demographics, be as inclusive as you can as you do your research.

Building an Online Community

A Community Manager is critical to the management of your social properties. This unique type of person probably already exists in your organisation. This role has largely been adopted by the marketing team in most organisations.

The term “social influencer” is tossed around a great deal. These people often come about as the result of a reality TV role, while others are subject matter experts and others offer no real value to society and play to popular culture and rally people around divisive topics.

The best companies and community organisations have developed Social Media Policies. A document that provides a framework and guide for social engagement. 

Consider Social as another channel

When Social Media first arrived, remember Facebook arrived in 2004, there were those that thought it would change the world. Well, it’s hard to argue that it hasn’t had a huge impact on the world. How business interacts with Social hasn’t quite panned out as some suggested.

Almost 20 years following the arrival of Facebook we’ve seen the industry expand and then contract. Whether you’re in the B2C, B2B, Government or Not-for-profit space social will have a varying degree of importance in your overall marketing, and perhaps customer service, strategies.

Today, platforms like Oracle Eloqua and Responsys have apps to help you deliver multi-channel campaigns. Most relate to advertising on social sites and automating the delivery of leads from the social sites to your marketing automation platforms.