From Social Media to Social Media Strategy
By Heidi Tolliver-Walker on March 1st, 2011
Last week, I posted about my action points from DSCOOP. I’m happy to report that the number one item on my hit list — making my newsletter social media enabled — has been accomplished. This required firing my email service provider and moving to a new one with a deeper commitment to social media.
Now at the footer of both of my newsletters (one B2B and the other B2C) are icons for Facebook, Twitter, Flickr, and LinkedIn. When readers get the bottom, if they like what they’ve read, they are encouraged to share it. I also have the ability to automatically Tweet the newsletter when it goes out. As I’ve heard from others, my B2B site posted to my Facebook page and my LinkedIn profile, as well.
Just by making this simple change, I have the basics of a social media program. I can multiply my time investment far more easily than I could in the past. If I’ve done a good job with the content so that subscribers find it of value, they can help me along by sharing the content easily, too.
Where I’m really going to grow as a social media marketer, however, is through link tracking. On one dashboard, I can see not only the opens, bounces, and opt-outs, but also which links were clicked. If people shared the newsletter with others, I can see which social media options they chose. This is where I’m really going to focus.
At DSCOOP, Val DiGiacento, vice president of technical sales for The Ace Group, shared in one of his sessions how the ability to easily share a Calvin Klein video (accessed via QR code on a Houston Street wallscape) gave the campaign a 36% lift. As he spoke about the critical role of social media in this campaign — and how crucial social media are to the success of all marketers, whether you are marketing your own print business or helping customers market theirs — I about jumped out of my seat. I wanted to shout “That’s me! That’s me!”
What hit home so deeply was when Val talked about how this QR code was printed on one wallscape, hanging on one buildin, on one street in New York City. Despite this limited exposure, the campaign went viral and hit seven figures — in large part due to social media. That resonated with me. My subscriber base is tremendously valuable, but I am only one person with one list. As a marketer, I need my subscribers to share it. I need to make my content so valuable that they want to share it. The Ace Group helped Calvin Klein do it. I can do it, too.
That’s where link tracking comes in. I have two audiences. The needs of both are different. As I learned from the link tracking, their social media activity is different. I need to interact with each audience differently. Watching the click-throughs, the social media activity, and new sign-ups gives me marching orders for how to improve content and better interact with those on my list.
I’ve been active in many social media outlets for a long time, but it’s always been haphazard. With the investment in a new email provider and a commitment to really mining the metrics and acting on them, along with a commitment to spend a certain number of hours per week solely on social media marketing, I suddenly have moved from random social media activity to having a strategy. John Foley would be proud.
What’s your social media marketing strategy?