Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Five Killer Strategies to Dominate Social Media's Big 3: Facebook, Twitter and YouTube
Posted on June 28th 2012
There is no doubt that the social media landscape is dominated by the Big 3 platforms – Facebook, Twitter, and YouTube. Facebook alone boasts over 800 million users, 50 percent of whom log in daily. Over 250 million tweets are posted each day on Twitter, and YouTube is now touted as the second largest search engine, serving over 4 billion videos daily. You may think that social media marketing on each of the Big 3 platforms should be done differently, but in fact there are five ways you can approach social marketing across these platforms that will help you get the most out of your efforts.
To be successful across the Big 3, consider the following five killer strategies
Strategy One: Increase your social reach
Social reach is all about engaging with a growing number of fans and followers with the right presence in the right social channels. On Facebook, that means having a killer Timeline image. Follow what the pros do – for example, Jackson Kayak, the innovative maker of kayaks, asked fans to submit action photos as part of a Facebook contest and then encouraged fans to ‘Like’ their favorite photo submissions. The winning photo was used as their cover Timeline image.
Strategy Two: Increase Fan Engagement with Content
In social media, content is indeed the king. A recent McKinsey Quarterly study revealed that having the ability to engage customers and leverage those relationships is the top digital challenge marketers face today. Engage your fans and followers with funny, emotional, controversial, or empathetic posts– aim for striking a chord with your followers. Above all, be genuine – post that which is in line with your brand voice and relevant to your audience. Learn from those who do this best – for example, Orabrushused funny videos to connect with their fans. The company, who makes tongue cleaners, developed a series of short, highly entertaining videos including one that plays out like a suspenseful thriller preview and others that feature a spokesperson dressed as a tongue. Their YouTube channel boasts nearly 50 million views and is chock full of funny skits. Their success on YouTube helped them secure distribution in Walmarts nationwide.
Strategy Three: Increase Lead Generation
Lead generation on social channels is different from traditional lead generation - it’s rarely appropriate to simply push a sales message. Successful lead generation on social media requires marketers to think more like a social customer and less like a marketer or salesperson. Keep leading social psychologist Robert Cialdini’s Theory of Reciprocity in mind - be helpful – don’t sell to prospects – help them solve a problem, even if it means recommending another solution. Show them you care about what your prospects care about. Monitor social media conversations, respond fairly to criticisms, answer questions and spread accolades.
For instance, 8th Continent Soymilk monitored buzz about a competitor and offered coupons to dissatisfied customers. The online coupons, distributed via social channels including Twitter, earned a 39% redemption rate, compared to a 0.7% redemption rate of physical coupons.
Strategy Four: Identify and Engage Influencers
Influence, both internal and external to a brand, can be leveraged to spread awareness of your brand and fuel word-of-mouth for brand advocacy and sales. Leverage internal influencers by segmenting customers by need, engaging them in targeted campaigns and rewarding them for performing desired actions. Reward your brand advocates for doing what they do best - create marketing campaigns that drive each segment to do more of what they already do for you.
For connecting with influencers external to your brand, you can use a multitude of tools including Traackr, PeekYou, Klout, Kred by peoplebrowsr, mBlast and PeerIndex. Be sure to avoid the popularity pitfall - targeting an influencers based on their number of followers even though their focus is not relevant to your audience.
Strategy Five: Apply Analytics to Know What Works
Use analytics to measure success by social channel and content type. Analytics will help you understand the growth of followers, if your content is engaging, if external influencers and brand advocates are supporting you, and if you are driving leads and sales. It’s important to measure each and every campaign to continuously optimize the return on your efforts.
Want to know more about the five killer ways to engage with your fans and followers on the Big 3? Consult with our free e-book Five Killer Strategies to Dominate Social Media's Big 3: Facebook, Twitter and YouTube.
Marketers, now onto you! Which companies do you try to emulate? Where have you seen great return on your social efforts? What are your top strategies for conquering the Big 3? Share your thoughts and best practices with our community on Twitter.