Users Are In The Driver's Seat
Be Careful What You Wish For!
How To Do Social Media Right
Social media marketing is not free advertising. It's a
user-driven communication medium.
• Don't hard-sell products/services
• Have a commerce website or location for that
• Consider buying an ad if you want to advertise
A social media campaign should be an addition to - not
a replacement for - a traditional marketing strategy.
Clients should already be:
• Establishing competency
Social media campaigns require active participation
• Do nothing and get nothing
• Respond to others and they'll respond to you
Social media campaigns take time and patience.
• Communication/marketing/community - not advertising
• Have other strategies in place, too
Increasing Your Client's
Chances For Social
Still need to know:
• Who are the customers or clients?
• What type of business?
• What type of client (age, occupation, income, etc.)
Different populations use the internet differently.
Client Research Will Help Establish:
• Which tools to use for which group
• How those tools should work together
Then they'll know:
The Social Media Marketing Mix
Will depend on business. For example:
• Consultant (substantive): A blog, social network presence,
b2b networks, a podcast
• Restaurant (real-time updates): Twitter or Foursquare
• Artist (online display space): MySpace or podcast for musicians,
Flickr for visual artists.
An Effective Outreach Strategy
Modes of Communication
• Email link to blog post
• Facebook and/or Twitter signup on static website
• Reference to web presence on printed materials
Business Must Communicate With
• Be a good guest
• Respect community's right to privacy
• Ask questions, give answers
• Represent yourself honestly
Respect the Rules of Engagement
• Introduce yourself when linking or "friending"
• Don't send excessive emails to an online group or
• Don't follow total strangers on Twitter (stalking)
Some Ideas And Suggestions for
Use The Tools Yourself
• Learn by doing
• Lead by example
• Know what you're talking about
Will also enhance SCORE's reputation and increase its
visibility to millions of potential new clients
Negative Feedback Concerns
Business reputation is important. Balance.
• Okay to set the terms of engagement
• People can be vicious and destructive online
• Don't censor, but don't allow flaming, either
Privacy Concerns Are Legitimate
• Balance accessibility with privacy
• Some tools more private than others (Facebook pages vs.
a social network).
Time Concerns Are Legitimate
Small businesses have to juggle multiple time commitments
• Several posts, tweets, etc., a day are not feasible for many
• Posts can be short: a picture, a quote, an observation
• Posts can link to other posts
Too many posts can be as bad as too few