A few months ago I was lucky enough to attend a social media conference where Jason Falls spoke as the keynote speaker. Not only did he spread a little humor throughout the room, but he also shared some pretty intriguing thoughts about social media marketing today and why it should be part of your overall marketing strategy.
I spoke with Falls after the conference and it was clear he is passionate about the subject. He believes in the power of the discipline as a potential vehicle for business development, customer service and yes, driving sales. That’s right folks, social media marketing, referred to in the book No Bullshit Social Media, can be an invaluable tool for your company to use for research and development, customer relations and lead generation. All of this, my friends, can be your result if you have the proper strategy in place that suits your respective brand and business model.
So I give you my main takeaways from No Bullshit Social Media, as they will help further explain how to best integrate social media marketing into your overall business model.
The fact of the matter is that social media is not going away. It’s here to stay, so the smart thing to do is to figure out how you can strategically integrate social into your marketing program. There’s no one-size-fits-all strategy or plan, so knowing what your business needs to accomplish ahead of time is crucial in determining how you will measure social media marketing for your brand. Only you can determine what success looks like for your business and set goals accordingly.
We’re past the point of joining the conversation and engaging. If you’re ready for the big leagues, it’s time to start talking strategy and how you can affect your brand’s business with social media marketing. Falls and Deckers simply sum it up with “Social Media is for Hippies. Social Media Marketing is for Business.” Well-said.
The two naturally align themselves as both disciplines engage in conversation with the public. Falls and Deckers mention the following reasons as to how social media marketing can and should work with public relations to reach and expand audiences:
As you can see, the power of public relations and social media marketing is unmistakable. PR and social media marketing should work cohesively to help manage your brand’s online presence and reputation with strategic messaging in real-time.
Yes, there are ways to track the success of your social media marketing program, but it’s up to you to determine what your metrics will look like. Are you looking to drive sales? Leads to a company website or specific landing page? Increase brand awareness? All of these goals should generate their own respective metrics. For example, if you’re looking to drive leads or sales, you’re going to measure differently than if your overarching goal is to raise brand awareness. Instead of focusing on leads from your blog or social sites to the company website, you may want to highlight specific engagements with fans.
Overall, my thoughts on No Bullshit Social Media are pretty straight forward. It’s worth your time. If you’re a smart marketer, make sure your business considers social media marketing as a part of your marketing strategy – if not, your competitors sure will.