The Most Important Factor for Successful Social Media Marketing in 2013

Chris Street Commercial Content Creator, Bristol Editor

Posted on January 8th 2013

The Most Important Factor for Successful Social Media Marketing in 2013

There will be many businesses and individuals examining their social media engagement in the next few weeks, as another year commences.

And one of the most pressing elements for those engaging online will be how to deliver successful social media marketing in 2013.

I believe there’s only one important factor which makes for successful social media marketing. One factor. One word.


By ‘balance’, I mean the ability to effectively manage a range of important ongoing considerations within a well-planned social media strategy. Balance is at the heart of a successful social media marketing campaign, and failing to maintain it can be costly.

So, when considering how, where, when and why to deliver social media engagement in 2013, it’s also worth considering if you’re achieving a reasonable balance in your social media marketing, including:

* Sharing vs. Selling

One of the best ways to achieve balance within your social media marketing is to be mindful of the ratio between Sharing and Selling. Sharing should come first – after all, most folk are on social media platforms to be informed, entertained and educated – not sold to. Selling is inevitable, but it needs to be done with integrity, intelligence and ingenuity.

* Connecting vs. Canvassing

Connecting remains a major benefit of social media marketing – we connect with others to share ideas, outstanding products, brilliant services and more. Genuine, helpful, giving-based connecting makes for an effective social media strategy linchpin. If you’re going to canvas connections for support, make sure you’ve given plenty of useful nuggets to them first.

* Quality vs. Quantity

Traditional marketers remain obsessed with social media marketing as a numbers game. And for some products and services, successful social media engagement needs to be measured, at least in part, based on numerical analysis. But the Holy Grail for social media campaigns should, first and foremost, be about delivering quality content. Balance the Q’s in 2013.

* A final thought

It’s ultimately down to honest, transparent marketing.

If you genuinely assess your social media marketing regularly, and find a healthy balance between sharing and selling, connecting and canvassing, and quality versus quantity, it’s highly likely that you’ll reap better financial, statistical and measurable returns on your time and money investments in social media during 2013.


Chris Street

Commercial Content Creator, Bristol Editor

Imagine the impact on your company of working with a business editor, proven social media consultant, SEO copywriter, media relations strategist, and prolific blogger – in one easy step. Stop imagining. It's here.
See Full Profile >


JC Giraldo
Posted on January 8th 2013 at 11:31PM

Hi Chris I Like Your Post!

Here We Go !

From Sharing is the first, very agree with you, the secret to success is to be shared, but not only share on FB or Twitter, and wait "likes" or followers, the secret is to share comments, from other people, or other ,makes no sense if only we click Hootsuite or buffer, for example .. and ready., do not think that is important, not expecting anything in return, just sharing...and wait..we should comment always..RULE!

You rigth on: Integrity, Intelligence are two best behavior that many people do .. and many people .. not, you know.Can I expect from a Twitter follower ,that just me know me only few hours ago and send me a direct message DM ( I hate it ) saying "easy money" or the "secret of success in social media"?? in my humble opinion: NOTHING

We have to build.

I like Quality vs. Quantity, Good deal!

The Pareto principle work Could be perfect here, You know as the 80-20 rule, 80% of the effects from eating 20% of the causes ..ENGAGE as Brian Solis Say!

I just shared on my Facebook page and on Twitter.

Great Post ..Good 2013


Juan Carlos

Posted on January 9th 2013 at 9:35AM

Hi Juan

Thanks for your comments and kind sharing of the post - I also get lots of the 'easy money' type spam emails, increasingly so on Facebook, and occasionally on Twitter and LinkedIn. It never works.

No thought, no relationship, no engagement - no chance!

OC Signs and Banners
Posted on January 9th 2013 at 12:48AM

Awesome article!

I think your main take away is a great tip (really, it's more like a life lesson)... Balance. 

So many things in life require a balance, social media(marketing) is no different. You always are trying to find that "happy medium".

Same thing with producing banners, signs, and other tangible marketing materials... We always produce the highest quality marketing materials as possible, but not all of our clients are served best by having the highest cost signage produced for their company. Some of our clients would benefit more by having twice as many signs at three-quarters of the cost. It's just about finding that perfect balance.

Which is always a lot of fun.

Keep up the good work Chris!

Posted on January 10th 2013 at 9:06AM

Pleased that you found it a useful post - the balance element is going to be key in 2013, too.

Posted on January 9th 2013 at 2:06AM

Hi Chris, you make some great points.  I especially like your thoughts on balance and quality (vs quantity).

I've been in sales a long time and have always focused my efforts on developing quality, long term relationships.  I'm relatively new to social media marketing, so I'm learning that this holds true online as well. 

Thanks for the post. Happy 2013.



Posted on January 10th 2013 at 9:05AM

Hi Rich and thanks for your comments - pleased you found the post useful.

I'm sure if you enjoy a successful, relatinship-based offline life in sales, you'll thrive on social too!

Kent Ong
Posted on January 9th 2013 at 3:54AM

I think the most important factor in order to success in social media 2013 is giving value. When the whole world talks about grabbing, we need to give even more value to build genuine and long term relationship.

Posted on January 9th 2013 at 9:33AM

Great additional input, thanks Kent.


Posted on January 9th 2013 at 7:24PM

Chris, I think you are right on! With all things, the goal should be finding a happy medium. For our sites, I find the most challenging thing to balance is interesting posts and posts that are informative. Great post.

Posted on January 10th 2013 at 9:04AM

Many thanks - the balance of interest and information is so important.