When used appropriately, social network optimization is personal and creates a platform for relationship and immediate feedback. With advertisers pledging to spend $1.4 BILLION dollars in this space in 2008 (eMarketer 2008), it is time we paid attention and figured out the strategy. The basics don't change - content is still king, and tracking results remains paramount.
The secret to success lies in an integrated strategy - build the PLAN, don't just take up space. Each step needs to have a purpose, and then it needs to be measured to see if it accomplishes that purpose. A group on MySpace for the sake of the warm fuzzies is nice, but the questions must be asked, "What are you accomplishing? What are you learning about your consumer?". Find ways to be interactive, and provide incentives for people to take the action that you want them to take. Move them off of the social network site to YOUR site. And then ask the question, "Now what???" What do you want them to do? What is the action? Capture the data, and continue to build the relationship, and your brand.
Create the flow before you take up the space, and you will see measurable results that justify the time spent interacting on these sites. If the demo you are targeting is 25-54, then consider taking the strategy and creating a mobile site as well, make it seamless, and don't lose leads. Consider integrating mobile chat onto the site, and capturing cell numbers for text messaging. The key here is communicating with the consumer on THEIR terms, not yours, with valid content that meets a genuine need. If you put yourself in their shoes, you can create a strategy that leads to success - a satisfied customer and a growing customer base. For more information on mobile marketing, go to http://www.edgemedia.biz/index-7.html
Good luck out there!
Vickie Isaac, M.Ed.
President
Edge Media
http://www.edgemedia.biz
602-943-2030
info@edgemedia.biz
