08 Social Media Marketing
The Social Media Turn
What does it mean for a company to be social?
Individuals are social, organizations not as much – makes for a potentially complicated relationship
Organizations with tight messaging control fail on social media – why?
Increasingly, organizations that don’t join the conversation are at the mercy of it
Successful techniques in enjoining the conversation?
Various roles in Social Media Strategy
Establish (and follow!) fair community guidelines
Engage and schedule regular communication across channels at an appropriate level (e.g., what’s the right
level of communication around Twitter? Facebook? Blogs?)
Crosslink – don’t just post to one medium, ensure and build links to others
Conflict resolution tips Business Awesome/Unawesome
Stratten’s approach – be awesome (and encourage even those on the lower end of the totem pole to be so –
point of contact ispeople make the difference.)
Failures/successes in social media marketing?
Four General Forms
Bookmarking & Aggregation
Creating links, collections and connections with ease
Embedded buttons (like/share/reddit/RSS/etc.) increasingly default in most CMSs, allowing for easy
sharing by readers
User-submitted content with up/down voting by user population
Quick scan of what’s trending/hot on Internet
Reddit gaining in popularity at present – partially due to nature of historical audience
A mix of aggregation and social sharing “Stumble” button scrolls through categories of sites based on user preferences and like/dislike ratings of
Can be good for reaching out to like-minded readers who might not otherwise find you
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