Marketing Strategy: Staying the Course

Photo credit: Patti Schwartz/Pattilovesbing.com

Whenever a company hires a social media marketing manager, either internally or through an outside agency, they are entrusting them to promote their brand, image or service to a diverse audience across the wide spectrum of social media platforms; usually given carte blanche when it comes to the content posted. However, are they always keeping the best interests of their employers (or clients) and those of the brand's fan base in mind?

I recently came across a Facebook page for a local business. Since I was interested in the service they provided, I liked their page and began following it. Unfortunately, my initial interest quickly waned due to constant posts about sports which had no bearing on the company or its services. It's not like I hate sports; I have been known to cheer on a favorite team virtually. However, continually posting about the local water polo team on a company's business page doesn't entice me to spend money on that business' products or services. It might, however, cause me to buy season tickets to the matches being held at the local swim center. I don't think that was the original intent of the company's social media marketing strategy.

This is not an isolated incident. More and more, personal preference seems to be permeating throughout posted social media content. We have all been told that marketing on social media needs to be kept light and friendly. The hard sell approach is as much of a turn off as continual posts of the office cat or the boss' Caribbean cruise. We need to engage our followers in a conversation; a conversation that's relevant to the brand or business. Targeting your content is one thing; but targeting it in a way that it does not benefit the company or brand that you represent is a big marketing misstep. 

Clearly, there is nothing terribly wrong with an occasional post featuring the office mascot or pictures of the receptionist's new baby. In fact, they do tend to lend a human touch to our marketing. It all comes down to knowing when the conversation has completely strayed off course. Being creative in your posts and finding a way to showcase Fluffy with one of your products or services will keep your marketing strategy on track while at the same time keeping the conversation light and whimsical. 

There is also nothing wrong with the occasional sharing of a post by another page. While it shows that you are willing to be an active participant in their social conversation; be wary of it becoming one sided. Your sharing of their posts with no reciprocity on their part simply turns your page into another marketing tool for them; a free one at that.

Take a hard look at the pages that you follow. Are you seeing irrelevant content popping up more often than you would like?  Are you beginning to second guess why you followed them in the first place? Is your brand loyalty strong enough for you to stick it out?

The Consistency and Fluidity of Branding

Photo credit: OwenBrown.com via Flickr.com

Congratulations, you did it!  You broke that elusive 100 Facebook page fan mark. Granted, the initial fans of your page are usually your own family and friends that felt obligated to accept your invitation to "like" it. 

Nonetheless, you have crossed over the mark that many find unattainable. What you do next will set you apart from the all the other business, nonprofit, community and political pages out there.

Many Facebook page administrators see their pages as merely an advertising tool; which is fine as long as you have established your brand and set your marketing strategy. We all do not start our Facebook pages as universally established brands; ones evoking childhood memories such as Coke, McDonald's or George Takai. It takes dedication and hard work to get to that point. 

There are businesses and organizations that bypass branding; jumping directly to marketing and advertising, especially via social media. Many tend to forget that there are distinct differences between branding, marketing and advertising. Before you can successfully market and advertise, you must establish your brand. Branding establishes who you are or what your business stands for.  Marketing is your plan to tell people about your brand. Advertising encompasses the ways in which you tell those people. 

It doesn't matter if your business or organization has been in existence for 100 years; utilizing social media opens you up to an entirely new audience. Branding messages are what drives the conversation on your page. Being consistent is the key.

For instance, you run a page dedicated to saving the world against the imminent takeover of zombie minions. A worthwhile cause; however, inconsistency in your messaging dilutes its importance. Posting a video of a cat dancing by a window does nothing to advance your cause; although cat videos can be awfully darn cute.  Or, you run a page for a local political candidate. For arguments sake, let's say the candidate is a member of the liberal party. You share a photo of the candidate at an event. Unfortunately, the event is held by the local ultra conservative party. Consider what that simple picture does to the candidate's brand. Your job and theirs just became much more difficult to manage.

Even after you have established your branding message, determined your marketing strategy and have begun your advertising; you must always be willing to revisit your branding. The focus of your business, organization or cause may have changed over the years. You started out as a mom and pop pizza shop that has since morphed into a full fledged 5-star Italian dining experience. Does your current branding strategy reflect this change? Are you posting conflicting messages; confusing both your current and potential customer base?

Branding is all about being both consistent and fluid. Finding that perfect balance. Listening to your page followers and taking your cues from them. They will be the most honest and tell you what is working and what isn't. When it isn't working; you will see that in the decrease of page likes and the lack of engagement with your page.

How Engaging Are You?

As I delve further into the world of Social Media, I am dumbfounded as to the quality; and in many cases, the lack of customer interaction by local and national businesses and organizations. I realize that I have touched on this topic in previous posts. However, recent events have compelled me to expand on my original thoughts.

Corporate America has jumped on the social media bandwagon in order to build its client base and drive up sales.  Nothing wrong with that; so far so good.  We also know that the larger your client base the more likely you will receive complaints along with the compliments. No business is perfect. There is always going to be something the consumer is going to complain about; whether it be pricing, product quality, etc.  It is the nature of doing business.  

Engaging and interacting with your client base in a positive and forthright manner is one the tried and true ways to build both your online and offline brand reputations. Copying and pasting the same "canned" corporate approved response to each and every complaint and comment posted to social media platforms does not qualify as sincere customer engagement. It only serves to add credence to the original complaints due to its lack of sincerity and originality. 

I am of the old school where personal interaction always takes precedence when dealing with both established and potential clients.  Many of those same tried and true techniques are easily transferable to the social media environment.  It has become apparent that many administrators of these various platforms are not skilled in these time honored customer engagement skills.  We can blame it on corporate downsizing resulting in the loss of veteran employees or simply that these "newbies" in the field just are not being mentored properly in these skills.

When something goes awry whether it be with a product or messaging, acknowledge the mistake and share the corrective actions that you plan on taking.  Many times, we do not learn of the mistake until someone points it out; usually in a very public setting.  The tendency is to immediately go on the defensive. Do your best to avoid the urge. Becoming defensive and redistributing the blame is as bad as responding with a canned corporate response

Businesses and organizations that continue on this track will eventually end up with no one to engage with.   

Page Manager's Biggest Fear: No One Showing Up to the Party

Your event, sales or fundraising team has come up with the best (in their minds, at least) event concept ever. The date, time and venue are set. Now, it is on your shoulders to promote it via your social media channels and get the people to walk in the door.

You create the event; putting in the extra effort of including an eye catching event image and a captivating event description. You even remember to invite your personal online connections. You are confident that people will be knocking down the doors to attend; you may even have to have the event budget adjusted to include the cost of a bouncer.

A little too optimistic?  Of course it is. Anyone who has set up an event on social media knows that 9 times out of 10; a majority of the people that say they are going to attend an event never show up.  

So, what is a page manager to do? While, no one tip or technique is a surefire cure all; there are a few things you can do (and not do) to increase your chances of success.

1. Utilize the social media platform that is appropriate for your event. Industry or professional specific events are best shared on LinkedIn. A workshop on the bioethics is not going to garner the too much interest on Facebook as it would on a bioethics group on LinkedIn.  Conversely, sale events at a local business would garner more traffic on Facebook than it would on LinkedIn.
2. Encourage traffic to the event page; especially on Facebook, by posting updates and images about the event. It will draw those who have already accepted their invitations to the page; an action which will then show up on their friends' news feeds and tickers.
3. Tag community or business partners in as many ways as you can. Their fans will have their curiosity peaked. However, do not fall into the trap of sharing the event on every single community page as you can. There are clearly certain events that do not belong on certain pages.  Posting the link to a political rally on a business' page will not only not help your cause but also may harm the business by alienating some of their followers.
4. Never wait until the last minute. Creating the event online too close to the date is never a good idea. First, it tends to look like you and your organization waited until the last minute; even though months may have gone into the planning. Second, we all lead very active lives between work, school, family and social activities. Finding the perfect date to hold an event is never easy. The sooner you begin to promote your event, the better.
5. If you are also sending out email or snail mail invitations, include the link to your online event so the invitees can keep up to date on any last minute changes.  
6. Always acknowledge and respond to any and all comments made on the event page. Make your guests feel welcome and appreciated. 
7. Post pictures during and after the event. Nothing says success better than images of people enjoying themselves.

Do you have any tricks on increasing attendance at your events? If so, please feel free in sharing them. 

Peeling Back the Layers of Facebook Insights

Are you are one of those Facebook page administrators that waits to receive the weekly insights email from Facebook; or are you one that checks the online statistics on a daily basis?  Whatever the case, there is a lot more behind the numbers than meets the eye.

You posted a great image and caption that seems to have reached quite a few people.  However, look closer.  Expanding your page's reach is a positive step; but you need to go a few steps further.  Are those reached engaging with the post or the page, for that matter?  Are they fans of the page or friends of those you may have tagged?

To thoroughly appreciate the Facebook insights report for your page, you need to take the time to peel back the layers.   You need to keep a Facebook page fresh and interesting while still staying true to its primary mission. Personalized (and fun) posts do seem to reach more people but we need to keep everything in perspective. While it appears that certain posts are reaching more people, a review of the page insights shows that those posts are not reaching the page's fan base but rather only the friends of those who are tagged.  Here is a screen shot highlighting this: 

In this example, engagement with the page's fans needs to be increased. The more you can engage those that like the page by getting them to like, share and comment on your posts, the more page likes you will garner.

Please do not get me wrong; I am all for keeping a Facebook page (any page) fresh and interesting, but above all else it needs to be relevant to the brand that it represents.

I recommend that all the administrators of a page explore the page insights. There is some interesting data there; especially when you begin to peel back the layers.

Amazing Grace of the Page Administrator

Inspiration for article topics come from the oddest places. While using a new shower gel this morning, I read the following inscription on the bottle:

Philosophy: Life is a classroom, and each day we receive a passing or failing grade in one particular subject: grace. Being the smartest, the prettiest, the most talented, the richest or even the poorest can’t help. Being a humble person can, and being a helpful person can guide you through your days with grace and gratitude.

Excellent words to live by, for sure; but how well do they translate to the world of social media? Should we even expect them to?

Social media has become the modern day Christmas Card letter. You know, that treatise you receive every year from Aunt Millie bragging about every great thing her family has done since the previous Christmas. However, this modern day version is now a daily occurrence. As well it should be for the individual users of social media. I take exception to the community and business pages that cross the line from brand promotion to individual promotion.

Page administrators are there to promote the brand that the page represents (whether it be an organization, a business or community); not themselves. Please leave those self serving posts where they belong and will be better appreciated; on your personal time lines. The only exception would be when the page in question is that of a celebrity or political candidate; and even then self promotion posts should be made with a certain sense of decorum and yes, grace.