Isn't it frustrating to think you finally understand something in business, like marketing with social media, only to realize that the landscape changed while you were looking at other priorities? For example, it used to be that marketing via social media meant banner ads on Facebook, buying search engine results, and sponsoring blog entries, but these don't suffice anymore.
In a recent book on social media by Jim Tobin, "Earn It. Don't Buy It," he asserts that "earned" social engagement drives better business results than paid social exposure. Jim should know, since he is the president Ignite Social Media, of one of the best known social media marketing agencies. Here are a few bits of current wisdom from both of us along these lines:
Earning social media clout for your business, rather than buying it, seems to be all about engagement. Engagement occurs when customers and stakeholders become participants by sharing ideas with you, or talking to their friends about you, rather than merely viewing what you publish. Each participant becomes part of your marketing department, as other customers read their output, and become part of the conversation. It's the principle underlying "viral marketing."
So how do you facilitate engagement and conversation with your solution? According to an explanation I first saw on Social Fresh, it's really a cycle consisting of three key phases:
- User to product (engaged user base). This part isn't new. In order to build any following, you need a solution that solves a real problem, not just technology that wows you, or great functionality with a painful learning curve. How engaged people are will depend on how much value they see, and how much they enjoy using the product.
- User to brand (engaged audience). Once someone is engaged with your product, you'll want to get them engaged with your brand. This happens today when you talk to people through social media and responsive customer service. Get in the habit of having genuine conversations with your engaged users to create an engaged audience.
- User to user (engaged community). Now you have an engaged audience of people who feel an emotional connect with your brand and product. Time to start connecting them with each other. You can do so using conversation platforms like forums, Facebook groups or build something yourself.
So that's how you earn customers through social media, rather than buying them with banner ads. But don't be misled, social media marketing to get customers and brand recognition through engagement still costs money (and time and effort). There is no free lunch. But don't spend your money on things that don't work anymore. That won't build any competitive advantage.
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