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Social Media As A Marketing Channel

Social Networks offer marketers a new channel to reach targets. As with any marketing effort, social media should be thought of strategically first before tactics are even considered. When thinking social media consider the following:

1. Meets a business objective: First and foremost, any social marketing campaign or activity should match with a business objective, regardless of the tools being used.

2. Encourage Member Interaction: The most successful social networking campaigns and efforts involve the audience.

3. Quickly scale: Social networks are designed for information to quickly move from member to member, so campaigns that lean on these capabilities perform the best. These attributes known as Velocity, Viralness, and Spread are key.

4. Foster self-expression or communication: Members of social networks like to communicate with each other, or self-express. As a result, campaigns should satisfy these needs with the appropriate tools

5. Offer an satisfying User Experience: This encompasses the overall experience of the campaign, the content and navigation items should be where expected, the language familiar to the audience, and overall look and feel of the site appeasing.

6. Provide longer term utility: Successful campaigns have a longer term value, rather than a short term ‘disposble campaign”. These campaigns add value by being a useful application to the members, rather than just quick dose of entertainment.

7. Enhance Value as Community participants: As more people contribute or interact with the campaign, the value is increased. This can be in the form of content that is created by the community, contests, voting, or games.

8. Supports Community Goals: Every community is different, and each has unique goals (from supporting products, to each other, or to just be entertained) the campaign focus should therefore meet the needs of the community, before the needs of the marketer.

This entry was posted on Friday, September 25th, 2009 at 9:02 pm and is filed under CPG, Engagement, Social Media Strategy. You can follow any responses to this entry through the RSS 2.0 feed.

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