4 key components of an effective social media marketing campaign
By Palin Ningthoujam on Oct 30, 2009 in PR2.0, social media marketing
What would an effective social media marketing campaign entail? According to me, there are 4 key quadrants that we especially need to take care of.
1. Monitoring mechanism: Have a listening capability and understanding what the various stakeholders are talking about our brands and organizations is critical. Without this, we would be just another me too and shooting in the dark. How do we build an effective monitoring mechanism in place. We can use blog search engines like Technorati and Google Blog Search to monitor the blogosphere, subscription on email and RSS on influential blogs around your industry/ subject, setting news alerts, and monitoring social bookmarking sites like Delicious, Digg, and social networking sites like Facebook, YouTube, etc. There are host of tools to monitor micro blogging platforms, read Twitter. For blog comments and monitoring the social media space in real time, we have free tools like Social Mention. What about the citizen journalism sites and consumer review sites. Lastly but not the least, not forgetting to monitor the search engines.
2. Being a part of the community and the dialogue: We have spokespersons of our organisations who would speak to the media whenever required. Is the same spokesperson going to be responsible for answering online queries, or is it going to be another person? The CEO of a large organisation might not always have the time. So is it the corporate communications person? Who is the online spokesperson, or the community manager from the organisation? Deciding this quickly and reaching out to influential bloggers and active social media participants and addressing their concerns is key.
3. Building your communities: By renting and/or creating social media properties - renting as when we build our communities on relevant social networking sites like Facebook, Linkedin, and Orkut, micro blogging platforms like Twitter, media sharing sites like YouTube and Flickr; and creating blogs, forums, social networking platforms, applications and communities of users, and other properties.
4. Boosting visibility: Search engines are the encyclopedia of today. I remember a good example given by someone once that years ago, if we have to noticed something good, we would share it on our dining table or friends. Today, we would look it up online. Having your online gateway – your website, a easy to use and useful one, and maintaining good standards and optimization techniques to score well on search engines is must. Online advertising – Pay Per Click, Pay Per Action, Custom Payments – on social networks and blogs would give the boost.
What do you think? Leave your comments. Let’s discuss.
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On Oct 31, 2009, B.N.Suresh Mangaladurai said:
Hi Palin! Thanks for an interesting and informative post. while listening to others is a key element, it is also one of the most neglected elements. Unfortunately, corporate organisations only monitor -if they ever really monitor- the bloggers who are influential key opinion leaders and VIPs in real life. The online comments or reactions on ordinary consumer to a product or a service are not responded to or reacted to by the communications person or spokesperson or community manager of the organisation.
On a personal level, I’ve had a grouch about the quality of service provided by a few telecom service providers during a brief stint at Delhi a couple of years ago and had posted my views and the troubles that I encountered in the form of blogs in a couple of social networking sites but unfortunately it failed to evoke any response from the concerned organisations. I wonder if they were even aware of my posts, let alone respond to them.
Only when the concerned organisations and individuals who make up such organisations understand and appreciate the feedback of the common man as posted in the form of blogs or comments on such blogs, can we say that social media and social media marketing campaigns have come of age in India.
On Oct 31, 2009, Palin Ningthoujam said:
Hi Suresh, thanks for the inputs. Yes, you are right. While companies are listening to bloggers, often other social media space are ignored. On the contrary, a negative discussion on complaint on Facebook can be more threatening for example. We should discuss this more and I will add more thoughts in my next post.
On telecom companies, it’s been unfortunate earlier. But I feel some of them are starting to act. I used to work for one that wanted to monitor all customer discussions online and addressing them whenever necessary. Companies are slowly realising that the Mouthshut.com’s of the world can be real damaging.
On Feb 4, 2010, Shalini aggarwal said:
Hi Suresh, thanks for the inputs, the four key componemts are very important
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