This is a question that many companies raise as they manage the day-to-day Facebook posts, tweets, blogs, etc.  It’s a full-time job for large companies, and for smaller companies it often falls to the marketing department to manage or “test” to see its effectiveness.

While measuring results of every single post isn’t always possible, many studies point to the fact that social media is in fact valuable for brands.

eMarketer recently published data from a study about the immediate and prolonged results of social media campaigns.  What they found is quite astounding.

• After exposure to a social media campaign, the likelihood someone would recommend a product increased to 61% (up from 39% pre-exposure to the campaign).
• One year after being exposed to the campaign, their likelihood of recommending a product remained elevated at 55%.
• An individual’s purchase intent after being exposed to a social media campaign increased to 69% (up from 38% pre-exposure to the campaign).
• A year later the purchase intent was still as high as 61%!

More about this study can be found here. This data clearly indicates the importance of social media marketing and the profound impact that it can have on word of mouth marketing (via recommendations) and purchase intent.

Your company should be participating in social media, if you’re not already.  And if you are already participating, you should be developing social media campaigns.  Too many companies simply post content on a daily basis, with little thought to their overall goal.  Social media campaigns should be created throughout the year to coincide with your other marketing efforts (online and offline).  You should focus on creating meaningful campaigns - ones that will be remembered and shared.  They could include giveaways, contests and/or user generated content.  Social media lends itself to engage with potential customers and companies should leverage this it to its fullest potential.

All too often, beginners in social media marketing treat their corporate accounts like a dumping ground for links. Of course, link building is an important part of any social media campaign. However, the concept of “too much of a good thing” certainly applies. Posting as many links as you can to your social media profiles can backfire quickly and cost you the attention of your audience.

In general, you have to be very careful to avoid being overly self promotional and focus on providing innovative and informative content to your social media channels. Excessive self promotion, advertising, and linking can undermine your company’s credibility and make your content seem “spammy.”

Your company website, product pages, and SEM efforts can handle your advertising. Successful social media campaigns are ones that engage users. Get others to talk to your brand and interact with your posts. By encouraging this interaction, you get the chance to learn about the thoughts and preferences of your consumers – which is invaluable marketing data. If you are having trouble creating content, have a look at our list of content ideas.

As you establish authority and gain more followers, self promoting or linking to your site’s other content is advisable in moderation – so long as it is relevant to the topic and/or channel to do so. Try to think like your consumer. If you think a status update is going to look like spam in a newsfeed – you’re probably right.

Become a Brand Ambassador 

Social Media management for business isn’t always easy.  Often, companies don’t have the resources to devote to a planned-out strategy; one that is current, relevant & competitive.  Businesses know they need to commit to this brand builder (social media), but can’t figure out how to work it into their laundry list of management “to-do’s”. 

Despite the challenges, more and more organizations are figuring out a way to get involved in Social Media.  They understand the value.  It isn’t solely large corporations either.  Companies both small and large are realizing the vehicle’s importance and are putting drivers in place to build their brands and reap the search engine optimization (SEO) benefits. 

Some companies hire part-time employees, others hire college interns.  But the involvement role that always impresses me most is when company executives play a major role in social media management.  From the consumer perspective, management having an active part in social media creates an immediate connection.  Seeing a multi-million dollar corporation CEO reach out to customers makes a bold statement about the company’s values and management philosophy.

How can management be involved?

Because of the viral nature of social media, it is becoming increasingly important to monitor and be active in the channels you establish.  If a customer is unhappy, you should expect that they will let the world know through your corporate Facebook Page or Twitter Profile.  Companies’ (and better yet, executives’) ability to react to discontented consumer issues through Social Media is an excellent brand building and customer service management tactic.  Remember to listen and react to all individuals.  The process will help you to identify happy customers as well—your brand advocates.

Another great way management is getting involved in Social Media is through Twitterchats or “Tweet-Ups”.  For those who are unfamiliar, Twitterchats can be established by any company, at any time.  MoreVisibility’s #mvchat takes place each Thursday from 3:30-4pm (est).  Each week, our management team selects a certain online marketing topic to discuss.  It’s the perfect time for MoreVisibility’s Executive Team to interact with clients, industry enthusiasts, brand followers and prospective clients.  If you would like to read more about Twitterchats, check out our June Newsletter article, “Twitter Parties/Chats: What Are They & How Can They Help My Business?” by our Executive Vice President, Danielle Leitch.   

Where are we seeing the most involvement?   

One of the more popular channels we see C-Level contribution in Social Media is through Twitter.  Because of the immediacy of Twitter, it requires a more intimate involvement.  However, don’t allow this to discourage you from being active as a manager.  The ability to manage Social Media accounts via mobile devices creates an awesome opportunity for even the busiest on-the-go executives. 

Becoming a brand ambassador as a manager is mutually beneficial for the individual and company.  Not only can you position yourself as an industry expert, but you also strengthen the company’s brand in the process.  Lastly, know that all companies can be engaged with Social Media regardless of regulations and internal complications.  Though some industries can be involved more than others, there is always a way to gain visibility if Social Media is managed and utilized correctly. Communicate, train and strategize to be successful. View Social Media as a way to become a brand ambassador.  Look at it as an opportunity to connect, communicate & get real-time feedback from the individuals who matter most—your customers.

Facebook’s advertising platform is great for audience targeting in that you can target its 500 million users based on a user’s location, demographics, interests and education and workplace. In addition, although Facebook does not advertise the fact that occupational targeting is available, it most certainly is, along with the ability to direct your ads to users who “Like” your competition.

In order to target a user’s occupation, you can enter job titles in the “Precise Interests” box under “Interests”:

If you are seeking a way to target a specific industry or even a certain company of an individual, you can use the “Workplaces” section under “Education & Work” targeting.

For example, if you are trying to sell hospital scrubs to people who work in hospitals in the Miami, FL area, you can isolate users in the target city and then enter names of hospitals in the area. Users that work at the specific companies you listed in the area you are specifying will see your ad.

You can also direct your ads to users who “Like” competitor companies, in addition to finding users who “Like” yours.  In the same “Precise Interests” box, you can list names of competitors to target. For example, if you are a lesser-known sneaker brand, you may want to target other brands of sneakers like: Nike, Adidas, New Balance, Reebok, Puma, Converse, etc., which will put your ads in front of users who like similar products.
As you can see, there are more ways to target Facebook’s 500 million users than meets the eye. The social network promotes the capability to target its users by location, demographics and interests, but if you dig deep, you can find innovative ways to reach a very specific audience that fits the goals of your company.

According to a study conducted by Webs, and reported in a recent Media Post blog, “Currently 69% of small business owners surveyed by Webs are using social media — including Facebook, LinkedIn, Twitter, and blogs — at their companies; another 13% said they plan to begin using social media in the next three months. In terms of specific platforms, Facebook was the clear leader with 68% of small business owners saying it is the social media tool they use most for their businesses.”  These are encouraging figures for marketers who have been promoting the usage of social media sites as an effective way to promote products and services.

On the flip side of these numbers lay the real challenge small business owners face with social media marketing.  How do you effectively manage these social media channels to get the most out of your advertising dollar?  Unfortunately, the study also uncovered that “Of the small business owners surveyed by Webs, 59% said social media has “not met” or only “slightly met” their expectations as a marketing tool, and 43% said they currently allocate 10% or less of their marketing budgets to social media.”  How to bridge the gap between channel presence and channel success is the key for all businesses leveraging social media as a means to promote their brand, specific product, or services.  The study has encouraging statistics that illustrate businesses both large and small see the need for a presence in social media.  However, just like a company website or even a physical store, the iconic “If you build it, they will come” does not apply.

If you want to be successful in leveraging these social media channels, which by the way have captive audiences in the multi-millions, you need to plan out a specific strategy.  Here are just a few things to consider before jumping head first and opening company pages or accounts in Facebook, Twitter, and LinkedIn for example:

1. How do you want to brand the channel?  Will it be used to promote the company as a whole or a specific product or service?
2. What creative elements will you include in the channel design?  Facebook, Twitter, and LinkedIn all have varying degrees of customization when it comes to designing the page in your company image.
3. How will you attract people to follow you on Twitter, or like your page on Facebook?  Social media users are not going to just stumble upon your page, you need to have a clear plan in place to build a following around each channel.
4. How often and what type of engagement will your company be willing and able to maintain once you have built a following?  If you do not keep the audience engaged, they will leave.  It’s no different with your website or physical storefront…if you do not give them a reason to re-visit, they won’t!

I am simplifying the process here, but only to illustrate why it’s not a surprise 59% of small business owners feel social media marketing has “not met” or only “slightly met” their expectations.  You can not expect success without a plan of action and too many small business owners, as evidenced by the aforementioned study, are willing to use social media, but have no strategy to make it work.  It’s all in the planning once you make a business decision to branch out into new markets or new marketing channels.  Be prepared to take action once you create that social media presence and you will find success tapping into the 600+ million people who use social media channels in their every day lives and who fit your customer demographic.

If you are one of those people who (mistakenly) thinks Social Media is just a fad that will soon start to lose its luster, you are in for a (BIG) surprise. Social Media continues to play an integral role in our everyday lives, both from a personal and professional standpoint. 

According to a recent poll from Effie Worldwide and Mashable, 70% of marketers plan to increase their social media budget by more than 10% in 2011. So what does that mean for businesses? In my opinion, you better get on the fast track if you haven’t already factored social media into your marketing budget this year.

Just a few key components to consider when it comes to social media:

• You first need a strategy in place in order to achieve (and maintain) an effective online presence. This will take time and effort and should be the foundation of your social media plan.
• Once you have a solid strategy, you should create pages in the main channels: Facebook, Twitter, LinkedIn, etc. Note: If you already have pages, I encourage you to revamp and customize them to look as clean, updated and professional as possible. There are many new and exciting options available today that were not available a year ago. You will want to research and understand your options (i.e. custom tabs in Facebook, LinkedIn Company pages, etc.)
• Consider who will be managing your channels, how often that individual will be posting and how negative feedback will be handled or addressed.
• How will you gain more “Likes on Facebook”, “Followers on Twitter” and “Connections on LinkedIn”?  Part of your overall strategy ought to be focused on what you will do to stand out in the crowd of social media competition.

Remember, many of your competitors will increase social media spending in 2011. Will you?

Advertising on Facebook has become one of the most successful and popular online advertising options for marketers.  According to eMarketer.com, Facebook ad revenues are expected to reach over 4 billion dollars in 2011 (with 2.2 billion in the United States).  Emarketer.com states, “The company will receive 68% of all social network ad spending worldwide. In the US, it will garner 71% of social network spending and 7.7% of total US online ad spending.” It isn’t a surprise that Facebook has become the apple of the marketer’s eye.

So what are you waiting for?  Although Facebook ads shouldn’t be the entire focus of your marketing plan, you should consider allocating a portion of your budget in this direction.

One of the major reasons to consider investing in Facebook ads is your ability to target specific audiences.  Let’s be honest, most people put their lives on Facebook.  People list (freely) their demographic information, jobs, residence, and interests within their profiles.  As Facebook continues to expand its advertising options, it will allow marketers to get more creative in their marketing strategies and messages. 

One of the newer services available is Facebook’s “Likes & Interests” targeting option.  What exactly does this mean? Simply stated, you are now able to display your ad in front of individuals that have some sort of vested interest in your competitors (or people that have “Liked” a competitor’s company page).  This also means that you are able to advertise to people that identify an interest that may be affiliated with your target audience.

Let’s take a look at the example below to better illustrate how this targeting option is utilized.  Pretend for a moment that you are working for a University in Florida.  Your goal is to advertise your college to the majority looking to go to college in Florida (in this case, we will focus on targeting the U.S, ages 17-25).  Within this target, you’d like to advertise to individuals who have displayed interest in other Florida Universities. 

With the “Likes & Interests” option, you can reach these people by placing names of other higher education institutions in Florida.  This granulates your search and gives you the ability to get in front of a group of people that wasn’t necessarily guaranteed previously.  Most likely, this ad will display to people looking for a Florida college as well as to people who are currently attending a University but may be looking to transfer or continue their education after graduating. 

The “Likes & Interests” option may not be applicable to all industries.  Perhaps you don’t want to advertise to people affiliated with your competitors.  Remember though that you can be creative with identifying your specific targeting keywords.  Your approach may be more indirect (as opposed to such a direct approach in the University example).  Instead of trying to reach individuals who have shown interest in other Florida schools, perhaps you are trying to reach the same age group who have mentioned interest in a sport or geographic interest (such as the beach).  If you are a college in South Florida located near the beach (Florida Atlantic University for example), placing “beach” as a targeting interest may be an interesting way to grab the attention of your target audience.  In this case, you may wish to tailor your ad copy to speak to this audience.  As an example:  “How would you like to spend your study breaks on the beach? Apply to FAU today”.
Facebook has undoubtedly become the front runner in social media paid advertising.  If you know your target audience and are looking for a creative way to reach them, Facebook advertising may be the marketing route for you!

Believe it or not, there are many companies who have still not dipped their toes in the water with social media. Their reasons (a much nicer way of saying their excuses) for not wanting to engage are usually similar in nature to any other company who is also not involved. Here are three excuses I hear on a regular basis….

Excuse #1 - I don’t have the time. 

You must make the time! Sorry if that sounds a bit harsh, but you simply must. Time is a valuable commodity and everyone complains of not having enough of it. Make no mistake; Social Media requires both time and effort.  It will be time well spent, though. Social Media is an excellent medium for you to engage with your customers/ clients on a regular basis. Invest the time in your social media efforts; you won’t be sorry.

Excuse # 2 - I would not even know where to begin.

Social Media can certainly be overwhelming and intimidating, especially if you know little to nothing about it or where to start. Don’t let that stop you, though, from gaining a better understanding as to how it can become a HUGE asset to your organization. The biggest mistake clients make is diving into social media without a strategy in place. A strategy is mission critical to social media success and you must begin with a strategy in place.

Excuse # 3 - I have nothing to say.

Really? I mean….REALLY? This is probably the one that upsets me the most. Of course you have something to say. You can talk about anything and everything that is industry related. An upcoming sale or promotion you might be having. A webinar you are offering. A whitepaper your prospects can download. A news piece that relates to your business. An event you are sponsoring. A local event that pertains to your organization. I could literally go on and on.

Make 2011 the year of no more excuses. Embrace social media once and for all. Check out our Social Media Page for more details and examples of work we have done for current clients.

In a recent blog post on leveraging SEO benefits of video, I mentioned how YouTube is an excellent way to drive visitors to your website.  Equally important is allowing individuals to access your YouTube company page through adding a YouTube link/button on your website.  From an SEO perspective, frequently adding fresh content to your channel and properly tagging your videos will allow you to utilize YouTube as an SEO channel.   

Properly “Tagging”? Just remember this: “TDK”…Title, Description, Keywords.
 

1. Title-Make sure that it’s enticing and keyword rich.  Go back to your video and determine the main subject or topic matter in the recording.  The word or short phrase that you decide on should be included in the title.  This is because the search engines weight anything in the title very highly.  Another tip: remember to keep your title to 70 characters or less.
2. Description-Creating a persuasive description and putting it in sentence form are two key items to keep in mind.  While it is best to keep the description around 155 characters, it is more important to make sure that it is compelling, so that individuals will click through to your page.
3. Keywords-Select two or three keywords to be featured as tags. Your keyword or keyword phrase should mirror the main topic of your video and should be included in your title. 

SEO benefits are the greatest payback from coordinated efforts to frequently produce video content and properly tag them.  While it does require resources, mainly time, using YouTube is an inexpensive way to gain brand visibility and rank in search engines for your important keywords.

While recent hot topics have centered around mobile and social media in the interactive marketing industry recently, there are a few marketing tools that have received less attention that are worth mentioning.  One of these is the use of video.   Videos are unique as they can be used on your company site, on YouTube, and through email marketing.  All of these opportunities allow you to drive viewers to your website, ultimately improving your chance of converting a prospect into a client.  Video has proven helpful for boosting conversions and can be a relatively inexpensive marketing tool.  

According to a Nielson report released in August 2010, 70% of global online users watch video.  Knowing that statistic, why not try it out? If your company is using video, you may have noticed that your videos show up in Google search results.  This is because Google actually puts video production into its search placement algorithm.  Frequently adding new video content to the channel will strengthen your rankings in natural search results.

If you are considering video as a marketing tool, here are five useful tips for a successful campaign:

1. Keep your videos short.  According to Visible Measures, users tend to drop off after viewing 10-60 seconds of a video.  In fact, 20% of viewers drop-off after ten seconds of video and 44% drop-off after 60 seconds.
2. Optimize your video players.  Increasing the video player and adding action buttons (“Play” or “Click to View”) may increase view-through-rates.
3. Make sure people can find your video.  To increase the likelihood of your video being discovered, submit a video sitemap to the search engines and leverage other channels to feature it as well.  Using YouTube and Facebook can help drive viewers back to your website.
4. Don’t forget about mobile.  With the increase of mobile users, many viewers will try to view videos over a small screen.  Therefore, ensure your videos are accessible from mobile devices.
5. Video content can be educational.  Introducing new services or products through video is a great way to get the word out.  Demos and “How-To’s” can give your company credibility, as people will look to use as a resource.