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Published by: snowmobileguyst on Mar 07, 2011
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12 Social Media Best Practices to Increase Consumer Engagement and Drive Sales

Brought to you by eM+C, a Target Marketing Group Publication


2 search engine online. 3. with 50 percent of active users logging into the site each day. Tag existing offline marketing efforts with Facebook/Twitter tags. • YouTube is now the No. with 75 percent of the site’s traffic coming via third-party applications. or ask them to move emails from your brand to the Messages folder so that subsequent messages come directly to that folder. 2. such as making a donation to a cause/charity for each sign-up. social media has proven its staying power.” • Twitter has over 100 million registered users. After testing. Add language to your email sign-up page letting Facebook users know where to find your emails. Consider the following statistics.12 Social Media Best Practices to Increase Consumer Engagement and Drive Sales It’s no longer a matter of if your company should have a social media presence. and the number of advertisers using display ads on YouTube increased 10-fold in 2010. Consider offering an incentive to encourage consumers to become a fan of your brand. so messages and emails from Facebook friends appear in your Messages folder. A recent study found the value of a Facebook fan is about $136 to top brands. Updates and emails from brands appear in your “Other” folder. User adoption of Facebook Messaging will be interesting to watch in 2011. 2 . here are 12 best practices to help your company maximize the power of social media: 1. which illustrate the growth and reach of social media: • Facebook has over 500 million users. Twitter and Facebook offer a fresh channel to republish e-newsletter content and promotions. It’s evolved into an indispensable tool for brands to engage prospects and customers alike in an environment that they’ve chosen and are comfortable with. The average user has 130 “friends. it doesn’t appear that being a fan of a brand’s Facebook page influences the placement of the message at all. Integrate “Like” opportunities at key touchpoints. With this information in mind. but how that presence should be managed. adding incremental revenue during the period of that sale. And remember to stress the value of being a fan or follower. Facebook Messages’ segregates messages automatically. Solidly established as more than the latest marketing fad. Adding a “Like” button or “Join the Community” call to action only makes return on investment sense if you have a strategy and communication framework established to engage the community once you’ve converted them. Twitter is a great place for recommendations on best-selling gifts. Retailers can tweet sales and promotions. The video site boasts more than 2 billion views a day. such as your homepage and product pages. Update your email preference center.

• supporting marketing. 5. Social media marketing’s hidden costs include the following: • personnel. technology upgrades and analytical tracking. Contrary to popular belief. you can even track keywords and chime in with your specials of the day. and • related campaign costs. social media marketing done right takes headcount and resources. and how they work best to complement each other. Enhance your database with social network data so that you understand which customers are on which networks. The two sites require very different strategies in order to leverage them most effectively. This email must include a compelling reason why they should become a fan of your brand. which promotes sustainable SEO traffic. 4. 8. Many brands make the mistake of thinking the two networks fulfill the same purpose. Release new social media assets to influencers before having them crawled by search engines. and simply use Facebook to populate their Twitter streams to conserve time.. Understand the roles of Facebook and Twitter.e. Also. such as agency and/or consultants’ fees. • reputation monitoring. their editorial weight will help get these assets to the top of the search engine recommendations exponentially faster than a regular user. Flag customers who like you on Facebook and/or follow you on Twitter. consider where you are in building your relationship and where the potential customer is in terms of their purchase process. reach out and begin to engage with them on Twitter (i. Just make sure you include an easy way to link to the reference and opt in to receive your emails. 7. Send an email to customers who are Facebook users asking them to become a fan of your brand. For those who don’t. Once you have your prospect’s attention. 3 . The reality is that Twitter offers some valuable benefits over Facebook in its ability for brands to communicate directly with consumers. This gives your influencer network the “scoop. • expanded customer service. while Facebook is a powerful community manager. Invest in social media marketing. portable content into social media assets allows others to incorporate it on their web pages. follow them first). what do you want them to do next? While every marketer will say buy. Include a call to action. integrating linked.With a bit of added effort. social media marketing isn’t free! While social media platforms may be free or inexpensive.” Provided they find the content interesting. Twitter is a one-to-one customer and prospect engagement tool. 6. thereby increasing link life span.

The best acquisition strategies leverage existing customer touchpoints as well as opportunities within Facebook’s ecosystem. do the following: • post a comment policy. • remove spam. • offer something unique or exclusive. 4 . Deal with issues and problems in an open.e.Traditionally. comments. To build trust with your fans. Grow your fanbase. respond/post). Being open isn’t always easy. you may find they’re your biggest defenders. 9. • “favorite” related brands. giving those who like your brand a reason to visit. • clearly define the benefits of joining your page. engage with and recommend your page. if you’ve done a good job offering value and engaging those who like your page. especially for discount offers. Take the following steps: • secure a vanity URL and make it easy to be found. then communicate that policy internally so employees understand how to engage consumers in a transparent manner. Up next: building your fanbase. • remain calm and think before you act (i. • include Facebook URLs/tags on traditional advertising efforts (e. • test different placements of the “Like” button across your existing digital touchpoints. print.. TV. such as “Likes. So you’ve identified a shared passion that will underpin your general community framework. Many brands shy away from social media out of fear that their fans and followers may say something negative or turn on them. you can still determine which source initiated the sale. include a promotional code that’s associated with the original media source. • be transparent and authentic. Even though today’s consumers are more likely to share offers with broader audiences. marketers focus on purchase-related calls to action. • include your Facebook page’s link on relevant paid search terms. To improve tracking. reviews and RSS feeds. and • build a corporate policy. • train and communicate your goals with those responsible for managing/engaging fans. calls to action can comprise a broader array of options. transparent way. In fact.. 10.g. radio). • invite existing customers via email. With social media. and • test Facebook advertising.” social sharing. Build trust.

So. create a compelling experience that keeps them engaged and actively participating.11. • think internationally. • create and test applications like polls. • shower your fans with public recognition. Once you’ve acquired fans. • encourage user-generated content. 5 . how do you know if you’re doing a good job? Tracking and analytics will help you get a handle on your social media performance. not a destination. simple games and widgets. • leverage Facebook Insights to understand activity and usage.. Try the following tracking tactics: • use unique tracking codes for Facebook posts. • identify brand advocates and tag them in your database — you may even want to consider rewarding them for their support with bonus points.g. geo-posts) to keep it relevant. Do the following to keep fans engaged: • provide them with unique access to special content and/or offers. and • communicate your learnings and institutionalize them. Keep in mind that engaging your fans is a journey. Engage your fan base. Analyze and optimize your social media efforts. trivia. 12. making sure the underlying subject of those applications syncs with the shared passion of your community. and • adjust your content strategy accordingly. • rotate and target content (e.

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