Recent research by eMarketer indicates what we have all known for some time, social media isn’t going away. As much as some may want to ignore this oncoming freight train, it here. Much of it is measurable and with a solid executable strategy your social media program will become an important piece of your marketing mix.
Measurable & Effective Social Media
Will a social media marketing initiative hit a home run out of the gate? Not likely. The landscape is evolving rapidly but now is the time to get in. Experiment and find your audience. Listen to the conversations and resist the temptation to act on emotion.
When explaining search marketing to people unfamiliar with the space (and I believe social media marketing is a close relative), I use the analogy that paid search (PPC) is like a direct response media buy. You do your research, establish goals, select your channels, test, and so on. Search engine optimization (SEO) is like public relations. You craft your story, spin it in the best possible light, announce it and hope you resonate with the right people so they elevate your status. Social media marketing strikes me as a party you’ve been invited to but not sure if you’re going to know anyone. You approach the venue a bit nervous hoping to find a friendly face, or conversation in this case. Meandering through the room hearing snippets of conversation out of context causes concern. “Are they talking about me? Is it my hair? Do I have something in my teeth?” you think to yourself. Maybe yes, maybe no but you’ll only have certainty when you engage.
Social media marketing is much more dynamic and with many more variables than paid search or SEO. Therefore it’s increasingly important to establish a set of rules by which you choose to engage. We had a client that was one of a kind. A big crusty old guy, ex-marine and physically imposing. During meetings he’d often state, “if you can’t measure it, you can’t manage it.” I loved that and it’s more true than ever in the digital world.
Social media is here and it’s measurable. But if there’s no strategy in place supported by policies and guidelines, even the latest social media analytics technology isn’t going to help effectively manage the endeavor. How will you know you’re traction is taking you where you want to go?
It starts with a strategy. Even if it’s currently “we’re just experimenting,” that’s completely acceptable. We’re still early in the game. But good experimentation starts with a hypothesis, an action plan and a set of measures and guidelines for assessing results.
Social Media Marketing Policy Usage