Online Strategy Using Social Media part 2

Syndicating contentIn our previous post we looked at Building a Cohesive Social Brand as part of your online marketing strategy. Today we look at the second part, Syndicating Your Content. Syndication is just a fancy word for publishing, or even better “sharing”.

When you think about social media and online marketing what really differentiates a business in the long run is the content they share. Businesses that talk about themselves constantly are eventually ignored, but those that use their content to address problems, educate, inform, and entertain potential customers and clients have a shot at earning some business. And not just any content but relevant content of quality.

Creating content is a time consuming endeavor. If you are a large company you probably have people in your marketing department whose sole job is to develop new content regardless of the medium. For smaller companies without the resources you need to utilize the concept of “re-purposing content” For this strategy everything starts with your Blog.

For every blog post that you write your goal should be to re-purpose the post content as an article, a video, a podcast, as part of a monthly email newsletter, and where possible into an online news release.

Blogs are like the Swiss Army Knife of online marketing. They allow you to easily publish content in written, motion, and audio formats so that regardless of how your audience likes to consume content you can provide it. You can use keywords, links, and tags to improve your chances of being indexed by search engines. And its a lot easier to refresh content on your site through your blog rather than trying to update pages that were designed to be static. So we start with a blog post and re-purpose and syndicate away. Continue reading Online Strategy Using Social Media part 2

Online Strategy Using Social Media

Build a Cohesive Social BrandStrategies are like excuses.  Some people have them some people don’t.  Some are good and some not so good.  Some are so good that you file it away should you need it in the future.  Today I offer you an online marketing excuse of a strategy that incorporates social media.

2 Parts of the Strategy

The strategy that I’ll layout has two parts to it:  1.  Build a Cohesive Social Brand; 2.  Syndicate Content.  Then as you can see in the video I’ll show you how the two components work together.  The goal is to generate an impact in your social media marketing while also looking to benefit from being indexed by search engines.  Its a push / pull strategy that relies on one key component …quality content.

In today’s post I’m going to walk through part one.  Tomorrow I will add part two, Syndicating Content.  Of course you can watch the video and see everything at once.

Cohesive Social Brand

There are thousands of social media and networking sites out there and you could drive yourself crazy trying to sign up for everyone.  You should focus on establishing a presence on the major sites and then add in some specific sites that fit your niche.  Each of these components should Continue reading Online Strategy Using Social Media

Putting the Social Web to Work

Going into this weeks Super Bowl both Green Bay and Pittsburgh will have game plans. Those plans will likely evolve throughout the game but before the first snap there was a plan.

Most successful businesses have an overall business plan that likely includes an individual marketing plan. It makes sense, right. So why, when I talk to people about social media, do I find many that have no social media plan?

You need to have a social media strategy in place with goals and objectives. This plan needs to be incorporated into a marketing plan, which is then part of your overall business plan. Without these, how do you know what actions you should be taking?

Before we go any further lets make sure that we understand the landscape. Continue reading Putting the Social Web to Work

Can You Track Social Media ROI?

tracking social media roi“Can you track social media ROI?” is a simple yes or no question. Unfortunately the answer isn’t so Black and White. And, it seems the more people think about it the more mis-construed things become.

One problem with tracking social media ROI is that people often start with a flawed definition. If the words engagement, traffic, bounce rate, retweets, comments, Diggs, Stumble’s, etc are included in your definition you are already off track.

I’m not saying that you should not track or measure these items. Some of these measurements may be defined as key performance indicators and indicate whether or not you are on the right path. They just don’t belong in the ROI equation. Continue reading Can You Track Social Media ROI?