Marketing Breakdown

Allan Woodstrom's Marketing Blog

Where to start with Social Media Marketing Strategy?

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Where to start with all these social media sites?

Where to start with all these social media sites?

It’s tough to be successful marketing with social media tools without a strategic plan. I ran across a method of helping marketing professionals decide where start their social media marketing plans. It’s called the POST Method. It was derived by social media analysts at Forrester.

POST is an acronym, which stands for People, Objectives, Strategy and Technology. To break it down further, below is a list of questions within each category that should help you think about starting a social media marketing plan.

People: Who is your audience? Are they online? What do they do online? What influences their decision making? Are they producers, readers, or both? Are there existing communities within your industry?

Objectives: What are your goals? Do you want to gain exposure? Do you want to create brand evangelists who will promote your product to passers by? How will you measure
your results?

Strategy: What are your key messages? What do you want evangelists to tell passersby? How do you want to change or improve relationships with customers? How can you get the most out new relationships forged?

Technology: What resources do you need to connect with customers? Do you want to create an entire community? Do you want to create an application to interact with customers in existing communities? Does your audience listen to podcasts? Watch videos? Read blogs? Or watch presentations?

Lots of questions of here to get you started thinking about creating a social media marketing strategy. If you find yourself unable to answer a lot of these questions, support numerous social media relationships and/or execute social media development, it may be best to contact an agency. If you are entirely new to the social media and are a bit overwhelmed or uncomfortable, they best way to learn is to indulge yourself, explore and listen.

If you need some more advanced tips, check out this post by Rohit Bhargava.

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2 Responses

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  1. The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

    Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

    While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.

    Brand4profit

    January 13, 2009 at 3:53 am

  2. Brand4Profit, thanks for the comment. You make some nice points about how the action of many drives perceptions. I would argue that interactive marketing isn’t dead, it is just evolving to become more user centric.

    I think your points show the importance of creating great facebook and open social applications to harness some of this power in any social media marketing campaign.

    Allan Woodstrom

    January 13, 2009 at 12:38 pm


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