Intrigued and impressed by the hype around social media optimization, more and more companies are rushing out to “optimize” their own strategy when it comes to Tweeting, Facebook-ing, Stumble-ing and Digging. There are many experts out there who have been participating in social media since the early days, before web 2.0 was even a phrase, and they are offering innumerable tips on how to get social the right way…and use it to your advantage. But the realm of social media is not comparable to typical realms of marketing and advertising. When approaching a social media strategy it is important that businesses and their SMCs (social media consultants) know what users want to see and hear. Not pitches and selling points, but useful information and advice. You have to have the right attitude when it comes to sharing content. But that is by no means the only “rule” for using social media; there are hundreds of “17 Rules of Social Media” lists and articles already out there and this is just my own personal stab at the genre.
Here is some guidance and advice that I have found through many hours of browsing blogs and articles and even actual books:
• “If someone talks about your product, don’t think of them as much as a lead, think of them as someone to talk with. And that’s a hard thing to think.” Matt Hames on the importance of conversation with a potential consumer, rather than talking at them.
• Be honest, transparent, and state your business intentions openly. “We are here to offer XYZ to you the consumer”. There is no real way to fake it on these social media sites that are full of real people who can detect false intentions.
• SET A GOAL. Clearly define what you are out to do, and what you want from social media. Yes, off page SEO and inbound marketing have the underlying goal “Get more links” which ties back to your overall SEO goal “Get to the top of Google”. But be specific with each site and identify what it is exactly that this site can do for you. Is it worth the time and energy? To you have the resources to make it happen?
• Customers extract their value from the experience, not the product. So give them a meaningful experience and they will remember and recognize your brand.
• The concept behind social media is a community of people sharing information with one another. The individual mediums for this sharing, like Twitter or Facebook, may come and go like fads, but the basic principal will remain. That is why something like a blog might be a stronger long-term commitment that will allow you to participate in the game of sharing without relying on a program with its own rules and regulations.
• Beware: by starting the conversation with consumers, you are inviting feedback and criticism of any kind; this is not a one-way street. That would be advertising. By putting yourself on Facebook or Twitter, you are exposing yourself to anything anyone else wants to say about you, and you are giving yourself the opportunity to respond.
• Know the rules of the game you are playing. Each social media outlet has its own set of rules and if you break them or do not use properly you will not see any ROI. You can actually be banned or suspended by many of these sites, and users can generate some very negative buzz as well, if you do something that people don’t like. People do not like self-promotion, spamming and obvious advertising and attempts to SELL SELL SELL your product.
• The “One Size Does Not Fit All” theory points out that not all social media tools are for everyone. Finding your audience and demographic is an important part of the puzzle when you are deciding which networks to join and in which to invest your time.
• Your website may be geared towards a consumer ready to buy a product and so you are actively trying to sell, sell, sell yours to them. But what if the consumer who finds your site is just browsing, doing some research, and is not ready to buy at all, from anyone? Your business has information that is valuable and can educate this consumer, so share it with them and keep them on your site. Your goal should be to get information to people, and if they find that advice or tips helpful, they will be more likely to buy your product when they are ready.
• Marketing and PR are no longer separate departments, claims writer David Meerman Scott, author of The New Rules of Marketing and PR. His book talks all about the new world of social media and how your business should have a new approach to marketing and PR strategies. Combine the two and use social media to not just market your products, but to also spread the word, generate buzz, and join in the conversations about products similar to your own. Spend your time creating valuable content that will be beneficial to the consumers in your market, because like Scott says, “Content drives action”.
