Points to Consider With Social Media Marketing

[Dave A]

I've been chewing over the first two posts in particular, but probably should kick off with my top points to consider when it comes to social media marketing.

1. Make sure you understand the significance of the word social in "social media marketing".

Social media has a few forms, but the most popular formats where communities assemble are essentially the online equivalent of real world social gatherings.
What works and what doesn't online pretty much follows the same rules of social engagement offline.


2. Make sure you understand the difference between social interaction and advertising.

Placing adverts on social media platforms is a very different activity to engaging in conversations on social media platforms.
Placing adverts can be done by the Advertising Department. Identify where they belong, draw up the advert, arrange for its placement and done.
Engaging members of an assembled crowd on a topic that isn't directly the primary purpose of the gathering is a different task, probably a job better suited to the Public Relations Department.


3. Make sure you don't confuse engaging conversation opportunities with free advertising space.

If the discussion is about saving whales and you are selling a soap that does not contain any whale products, there may be a timeous opportunity to slip your soap into the conversation as a by-line, but that's about it if you're looking for a positive result.
Repeatedly raising your soap when the main discussion is plainly about saving whales, or blatantly pitching your soap advert as a substitute for meaningful conversation is probably not going to go down so well.
There is a time and a place for most things. Bad timing and bad placement = bad results.


4. Make sure you understand the community you're engaging with.

If you want to have any influence over an individual or community, you first need to be accepted and earn some level of trust and respect.
Barge in and make assumptions at your peril.


And finally...

5. Someone is paying for the drinks.

(I'll leave the reader to ponder possible sub-points on that one )