Too Loud or Too Quiet: Marketing in the Realm of Social Media

How often do we hear it?–“Communication is Key”.  But today, the information available to us is often overwhelming.  So how do we, the communicators for an organization or business, discern the dividing line between being “too loud” and “too quiet” in the realm of social media marketing?

With something this new, it’s hard to have any hard-lined rules, but we have done our best to put together a list of social media do’s and don’ts

Dos:

Have a company newsletter: Not only does a newsletter give insight into the depth of knowledge that resides within your organization, but it also keeps clients and members up-to-date on any new products or events.  Additionally, newsletters are sent to a targeted set of readers, therefore you control the information; it’s a direct line of communication.

Put your logo on all of your collateral:  According to the Sales Index Benchmark, it takes, on average, 8 impressions for a successful lead generation campaign to move a qualified lead from initial conversion to the point of purchase.  There is a lot of white noise in today’s market, therefore Sales Index Benchmark’s number of impressions is slightly low.  Think about how many advertisements you’ve seen today, between the bus on the way to work, the ads on the side panel when you opened your email, and the ads that appeared between this morning’s news stories.  Visibility can be difficult to achieve, but it is important to have your logo and its associated branding on the forefront.

Seek out organizations relating to your industry:  Mutually beneficial relationships are a great way to learn new things about other organizations in your industry.  “Like” organizations on Facebook or “follow” them on Twitter for regular updates.  Partnerships between organizations can be spurred by similar interests or necessities.  For example, the Chicago food trucks might increase their presence in the North Avenue Beach area because of the upcoming Air and Water Show in Chicago.  Find more opportunities for your organization by staying informed about whom and what surrounds you.

Don’ts: 

Too many emails: According to Exact Target, 42% of subscribers say they’re more likely to buy from a company after signing up for their emails.  Although it is important to keep the information you send out fresh and interesting: 49% of consumers say they unsubscribe because content became boring or repetitive over time.

Over extend yourself: Although social media platforms such as Facebook and Twitter are a great link to your clients, consumers, members, etc., keep in mind that they are platforms that can be used at any time about any subject by anyone.  I recently went to a social media seminar where one of the panelists told a story about a drugstore that decided to create a Twitter account.  Unfortunately, the store wasn’t regularly monitoring what was being tweeted , only to have an elderly woman come into the store and be forced to wait for over an hour for her prescription; which she was spry enough to blast across the internet.  Moral of the story: if you choose to have social accounts, keep an attuned eye on them.  They’re no good to your organization if it causes negative press.

Be virtually absent: There are over 750 million people on Facebook, over 175 million people on Twitter, and over 120 million people on LinkedIn.  Regardless of whether your organization chooses to have an account on one of these sites, it is recommended that your organization has its own page.  Having a “page” on Facebook or LinkedIn establishes legitimacy of your organization and refers potential clients/members to your site.

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