What’s the difference
between social media marketing and online marketing?
One talks to their
audience, the other talks down to them.
Websites, emails, and
banner ads all tell you about a company, but they don’t exchange views or
information with you. Social media can be a part of your overall online
marketing strategy, yet it’s different in one significant way:
It’s about
conversation.
I feel terrible when I
see a Facebook business page that is dominated by its own haphazard marketing
posts. What’s worse still, is when people have posted on its wall or
commented on a post, and there’s zero sign of a response from the company.
Where is the ‘social’ in that type of social media?
Here are three steps
to getting it right with social media marketing:
1. Be a person.
Are you a human? Then
act like one! Especially for small businesses – don’t adopt the tone of an
impersonal corporation. Some of social media marketing is community engagement.
Develop a personality for your business, build relationships, and start
conversations.
2. Interact!
In 7 Social Media
Tips for Small Business Owners, we say: “Treat social media as a
two-way street. This is so important. It’s not just shouting ad slogans, but
engaging in something like conversation.”
Listen to what your
friends, influencers, and customers are saying. Don’t throw advertising tactics
at them; they’re smarter than that – and they deserve better. The idea of a
community is to expand it, to help people by solving their problems, and to
manage issues.
3. Add value.
Content is key here.
Your blog posts, status updates, and tweets should make a contribution to the
ongoing discussion. Don’t chime in on others’ posts just to get some views, and
don’t post anything controversial just to get engagement. Plus, incessant self-promotion doesn’t
get you far.
But what about the
‘marketing’ part?
Social media marketing
is still about interacting, and it’s still about creating and maintaining
(business) relationships. Yes, you want to create awareness about your brand
and gain new customers, but do this in a human way. Prove to everyone why your
business is important; give them something to show for it.
I’ve been talking a
lot about being human in your social media efforts. HOWEVER: there
is a limit. Never go the other extreme and get too personal on online networks.
How much is too much?
That’s determined by your business. Do you have a small group of dedicated
clients, or countless customers from every walk of life? Are you an established
company that delivers high-quality products, or are you a start-up that’s
finding its footing?
The familiarity with
your audience might depend on the answers to the above questions. But to make
sure that you don’t cross the line, read these specific tips.
Just be careful
about every single thing you publish online. It’s crucial for your
business reputation. Also, if mistakes happen, apologize for them. You’ll
find that people are more accommodating when you’re open and straightforward.
Apologizing also makes
the difference between a robot and a person; and with social media marketing,
you’d rather be the latter.
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