I tuned in to the HubSpot webinar a couple weeks ago, which was called “The Science of Social Media Marketing.” It was one of the first webinars on Social Media that I attended that I actually learned from. Usually webinars about social media introduce the different funnels of micro-blogging, which is something many of us already know. What I’d like to know is how to USE these funnels to benefit my clients! Dan Zarrella from HubSpot gave some excellent tips on how to use micro-blogging to engage your audience.
When I look at popular blog posts, videos, and tweets, I often wonder, “How in the world did this spread virally?” when it isn’t particularly good or even entertaining. Dan described it perfectly in saying that news spreads simply because of “contagiousness.” It has nothing to do with whether a video is good or not. People seem to be more attracted to posts that have many views; it seems to add credibility that many people have seen this post. The problem here is how do we get our social media content to reach a viral popularity?
Pressures of Micro-Blogging
The pressures of micro-blogging are much different today than they were even a few years ago. The problem with micro-blogging before was there was a limited amount of people that you could reach. Seeing as nowadays the amount of people you can reach is not an issue because of sites such as Twitter, and MySpace, where you can add people who are in your field, and in most cases they’ll add you because of your connection through the field. A new problem has occurred though, there is so much information that is being thrown at us daily, how do we make our content grab the user’s attention. That is the new issue arising with micro-blogging.
The way to grab a user’s attention is through finding a person in your field who has the power over influencing a large amount of his followers. Once you find this influencer, as Dan calls it, your next step is to make people aware. When you post your information, make sure your influencer reposts it. In terms of Twitter, post your information as a retweet so that it is simply passed on exactly as you posted it. A good tip is that you shouldn’t post very often; many people think to get a lot of people interested post as much information as possible. The problem with doing that is people will start to get frustrated with seeing multiple tweets and posts that it will get ignored or they will stop following you. So when you post information, make sure it’s relevant and don’t bombard your followers with updates.
Benefits of Social Media
Many traditional companies seem to shy away from social media; they fail to see the benefit. But what they don’t realize is that their competitors are one step ahead of them. Just being involved in the conversation about your company that is happening in the social universe is beneficial for you in itself. Having a Facebook fan page, or a Twitter, and the conversation in those spaces or directly on your page (through posts and updates) can help you identify problems that you may not have known were there otherwise. Through your pages you can instantly address problems. For example, If you are getting negative publicity, the more time you allow without addressing such issues can make your company seem stale or irrelevant. Your social media outlet will be the perfect place to catch these problems quick.
Having a presence in these spaces can also enhance your marketing efforts in ways you may not have thought of – announce sales, promotions, and posting live information as soon as they occur.
So, go out there find your influencers; stay connected, and don’t forget your calls to action!
- Stay active on your social media funnels, check your profile, and keep up with your followers inquiries
- Keep it personal; after all social media is about a human interaction with a company, not just a logo! For example, share pictures from your office, store or warehouse.
- Use URL shortening tools for Twitter, since you are only limited to 140 characters.
- Try to participate in conversations about your company where it makes sense.
- Don’t forget to comment, retweet, and respond to tweets because this will build a community around your brand!
- Dan Zarrella’s Twitter: http://twitter.com/danzarrella – Very useful tweets!
- http://www.openforum.com/idea-hub/topics/marketing/article/5-ways-to-grow-your-local-business-with-social-media-john-jantsch – Article about how to use social media for a small/local businesses
- Follow E-Nor on Twitter! — http://twitter.com/enorinc