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What is your social media marketing strategy?

March 27, 2008 | Internet Marketing

There are many reasons social media can be a productive marketing channel or platform. Rather than emplying it as a tactic du jour, the purpose should dictate strategy and the tactics used for reaching desired goals.

A few common outcomes for social media marketing efforts include:

- Gain insight into a community of interest -You can run all the customer surveys you want, but some of the most interesting and progressive market research can be found within the social communities where your customers interact, share information and make recommendations. Tapping into the streams of dialog is a great start to engagement and social participation with your brand.

- Build brand visibility and authority - You’ve heard it before, “Conversations are happening online about your brand, with or without you.” You might as well participate and do so in a way that pays close attention to the interests and needs of your customers - providing them with information and interactions that further support your brand.

- Influence and promotion of products/services - Providing information to educate customers about your products in the formats and media types they prefer can go a long way towards building the kind of buzz that results in new business. By promotion, I mean advertising on social media sites.

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