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He shoots, he scores a social media goal

July 30, 2008

It’s kind of a catch-22. If someone from an ad agency doesn’t really engage in social media wants to begin engaging on behalf of a brand, it’s hard to know enough about it to have a goal.

It would be like having a direct marketing professional write their first ever brand TV spot for Apple. I’m not saying they couldn’t do it, but one wonders where they would start.

Well, at least they would start from a goal. And as much as I think we shouldn’t treat social media any different from other marketing tools, it is. Because one needs to think differently about how to achieve a goal.

Anyway, it’s not hard to find the best advice on the web for engaging for the first time. just do a search for Social media. But if you’re lazy, start here:

1. Join. Pick your thing, Photo Sharing, video sharing, idea sharing via a blogging platform, or really short thought sharing via a microblogging platform, it doesn’t matter. Join.

2. Share. It sounds so obvious but you won’t see the potential of social media until you see the potential of social media. And you’ll only see that by using it.

3. Respond. When you share, someone will respond. The good news is, you can’t plan this part.

And that’s the really where the goals part fits in. Because the goal of any marketing effort is to get response. The response might be in the form of increased sales, entering a contest, redeeming a coupon, visiting a website, or following a twitter feed. But in that last one, there is the potential for indefinite increased response. A social media campaign can turn a buyer into a lifetime customer (but that could be a result, that should never be the goal.)

You need a goal. To get one, you need perspective. Engage as an individual. Start a blog. Start a twitter feed. See how the two work in sync to promote brand you. That way, when it comes time to offer up some goals for a real campaign, at least you’ll have some perspective.

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5 Comments leave one →
  1. July 30, 2008 9:21 am

    Sound advice. Several years ago when Blogging became a new element in the e-marketing space, I created a blog first to understand the in’s and out’s of the tool. I worked with it for a while understanding the relationships with search engines and other media. I did this to be a subject matter expert, with my clients. Only until then, did I begin to take this tactic to my clients. Several of my clients now have their BLOGS consistently show up as the top referrers to their main sites, as well have a productive conversion.

  2. Rick permalink
    August 1, 2008 2:48 pm

    I’m with you. Firm believer that you have to do it before you can suggest others (your clients) do it.


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