Social is based on serendipity, while Search is based on intent. That means while people find things in social media through recommendations and referrals (that they weren't necessarily looking for), people use search engines to find something specific (which usually results in better sales).
Social media provides you with a great opportunity to reach and engage with more potential clients and customers than ever before. But if you don’t come up with a plan for managing social media, then it will manage you. Here are five ways to make sure you're being effective (and efficient) in social media.
One of the best ways is to "seed" a campaign is through business development. Identify larger communities, media properties, and influential people that also cater to your target audience. Then you partner with them by providing something they don't have, in exchange for something they do have (e.g. eyeballs).
Facebook marketing looks easy. But in reality, it's incredibly difficult. Because simply adding fans isn't good enough. And "engaging with your audience" doesn't pay the bills. If you want to make Facebook marketing work for your organization, then somehow, someway, we need to figure out how to increase reach.