Social Media / berlinstartup
Yes, social media business, marketing, commerce is important.
It isn’t simply a matter of “doing it” it might sound haughty, especially compared to actual real-life social interaction. We made a couple of mistakes, but still believe in us…
Is it all about facebooking friends?
The problem is, despite the social nature of social media marketing, too many approaches are just about making friends. Let’s address that misconception.
berlinstartup law 1: update 24/7?
Yes or no?
A social channel with nothing on it is a dead one!!!
Nobody will pay attention to it. It’s the same as a Facebook “friend” who never posts anything.
With nothing to contribute, there is no participation in the social community, so there is no reciprocation.
You could fill your company’s facebook page with loads of updates and it would all be for nothing. Too many updates often drown out your own posts. If your feed is filling to fast it sucks.
Not all content is created equal, a lot of content is king but does not mean there is a lot of content. Content is relevant, engaging and sharable. General updates are just filler, they could possess nothing that makes them noteworthy. An update is a self-announcement to the world for its own sake; and people may or may not listen.
Do you pay much attention to that “friend” who always posts about how bored they are, how they went to the grocery store, and what they’re making for dinner? Not really, because none of those updates pertain to you or engage you in any meaningful way. It’s not informative or amusing to your interests, it doesn’t affect you.
But content should. Content is news, jokes, information, entertainment.
Likewise, do not be tempted to merely repost or reblog. Doing nothing but reposting other people’s content is easy and quick, but there needs to be an element of originality. At the very least, make sure your repostings are unique and come from a diverse and reputable selection; become a content curator. Your originality can come from your selection.
But really, nothing beats material that comes from your own mouth first and can’t be found anywhere else.
The Truth: Make relevant content, not just filler updates.
Likes and such are a quick-and-dirty measurement, but really they don’t hold up to actual conversions. You need people to carry out your calls-to-action, or to help spread the campaign.
Let them spread the campaign, persuade others through recommendations on your behalf and provide feedback on your products.
Your audience should be doing a task, even if that task is simply to buy into your product. If all they’re doing is hitting a thumbs-up button, then they’re not doing anything truly meaningful for you.
The Truth: Develop an army of individual assets, not just mindless admirers.
A true campaign is designed to win over people who can be assets, not just followers. A campaign gets people to redistribute for you, uses strategies and contests and polls to engage, and employs follow-ups like e-mail marketing to continue keeping the audience in the loop. A proper campaign leads into itself and segues neatly into the next; it is not just one block of commercials briskly followed by another set.
For example, launching new ads just prior to the holiday season is a slam to the face, while advertising way too soon only spoils the point of the endeavor. It’s about timing.
A campaign is not just a cost, but also an investment. It should return multiple values, not just sales.
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