When implementing any type of marketing campaign it is wise to first take a step back and decide how to develop your campaign. Many companies are have made the executive decision to go forward with social media—they just aren’t so sure what to do

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March 23rd, 2010 ∙ View Comments ∙ Business Plan
Guest article by Shannon Suetos from Resource Nation
When implementing any type of marketing campaign it is wise to first take a step back and
decide how to develop your campaign. Many companies are have made the executive
decision to go forward with social media—they just aren’t so sure what to do.
Decide where your target audience is engaging
Tackling a social media campaign is much like, if not exactly like a traditional marketing campaigning. The first
order of action is to decide where your target audience is. You could have the latest and greatest product or
services in the world, but if your core audience isn’t hearing the message there is no benefit to your company.
According to a study conducted by Chitika (a full service online advertising network) broke down the users of
Facebook, MySpace, Twitter and Digg.com. This study concluded that:
1. 47% of Twitter users are there for news
2. 52% of Myspace users are there for video games or celebrity/entertainment
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3. Digg was spread out between news, tech, and video games
Once you have decided on where your target audience is, you can then go to develop strategies for each site
that best fits your company.
Social Tone
The tone of your campaign should be less formal, and more conversational. This is not to say you should
throw out all social etiquette—but rather a “business casual” approach. People like talking, especially about
themselves, but make sure in your campaign you provide information not only about your services, but current
events or even industry news.
Staying away from topics such as religion and politics is a good idea as well—especially if you have many
clients from diverse backgrounds. Staying neutral will keep your clients happy and keep you out of hot water.
Define Goals and Measuring Results
Going back to traditional marketing tactics, you need to have a clear objective and measurable goals in your
social marketing campaign. Knowing how effective your tactics are can also help you determine your social
media ROI and help you decide what tactics work and which don’t for your company.
TwitterFriends determines what they call a conversion quotient, which measures how effective your tweets are
on Twitter by looking at how many @ replies you receive as well as re-tweets. The goal of Twitter for business
owners should be to get as many @ replies (gains you exposure) and re-tweets (helps get your link/links
exposed). Once you know how effective your efforts are you will be able to decide on the best social media
outlets for your business.
Another great tool to use has been developed by Email Data Source. This tool will allow marketers to measure
http://ivan.klariti.com/business-plan/how-to-develop-a-social-media-marketing-campaign/3353/ Page 1 / 8

2. Twitter’s impact on the traditional brand marketing perspectives of reach, frequency and effectiveness. This
tool seems similar to TwitterFriends in the sense it will help you understand what type of people are re-tweeting
you, but explains it in a more traditional marketing way. This is a great tool for marketers who aren’t familiar
with Twitter yet.
Getting Creative
This is always the fun part of any marketing campaign. There are many types of tactics out there that are
useful for brand awareness and fun for the customer as well. Many companies are using quizzes to do this.
Jennifer Stolte, marketing director for Celestial Seasonings (who implemented a Facebook quiz earlier this
year) says, “Social media is something that’s really growing. So many people are online, especially on
Facebook, so we’re excited to step into the water.”
Another company doing social media right is Dunkin Donuts. Jesse Greco, founder of PRBreakfast Club says,
“It’s the small things that they [Dunkin Donuts] truly excel at. They know how to keep consumers engaged and
interested on a daily basis and they have a way of making you feel like you’re special, even as just one of their
millions of consumers.”
In the end it is up to you how you are going to run your campaign. The main things to remember is research
and use measurable means for your tactics. The world of Internet marketing is evolving fast, and it is up to you
to keep up.
Shannon Suetos is a writer based in San Diego, California. She writes extensively for an online resource that
provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs
such as payroll services & small business services at Resource Nation.
Related posts:
1. Social Media Budgeting: Where Do You Start?
2. Using Facebook to Generate New Leads
3. 5 Reasons You Should Leave Facebook and Join LinkedIn
4. 9 Guaranteed Ways To Get More Traffic To Your Blog
5. Using Case Studies For B2B Marketing
Tags: Analytics ∙ Budget ∙ Econsultancy ∙ Facebook ∙ Linkedin ∙ Marketing ∙ Monetize ∙ ROI ∙ seo ∙ social media ∙ social
networking ∙ Strategy ∙ YouTube
Biz Blogger
Thanks for mentioning Email Data Source. We use this all the time and it rocks.
Ivan Walsh
Aweber lets you sync your blog to your newsletter automatically. It’s not cheap but time is money and it saves me going in all the time and playing
with the newsletter settings.
blog comments powered by Disqus
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