Now I do need to clarify, I’m reaching out to people to be “social” or build relationships. I am not using this app to spam others. So please, don’t use it as a spam tool. But if used right, it can be a great app to communicate socially.
In many organizations, members tend to focus their activities inside their own groups, which stifles creativity and restricts opportunities. A player whose network bridges structural holes has an advantage in detecting and developing rewarding opportunities. Such a player can mobilize social capital by acting as a “broker” of information between two clusters that otherwise would not have been in contact, thus providing access to new ideas, opinions and opportunities. British philosopher and political economist John Stuart Mill, writes, “it is hardly possible to overrate the value … of placing human beings in contact with persons dissimilar to themselves…. Such communication [is] one of the primary sources of progress.” Thus, a player with a network rich in structural holes can add value to an organization through new ideas and opportunities. This in turn, helps an individual’s career development and advancement.
Jump up ^ Garton, Laura, Caroline Haythornthwaite, and Barry Wellman (23 June 2006). “Studying Online Social Networks”. Journal of Computer-Mediated Communication. 3 (1). doi:10.1111/j.1083-6101.1997.tb00062.x.
Perhaps the easiest way to understand social networking is to think of it like high school. You had friends in school and you knew quite a few people even if you weren’t friends with all of them, but it’s likely that you didn’t know everyone.
“How do you thank people on Pi Day?” asked Ms. Boff of G.E., who was talking about March 14, or 3/14, which is as close as the calendar gets to a numerical representation of pi. “Gary came up with this idea.” G.E. sent 314 pies to 314 people who tweeted about pi that day.
Consumers can also offer social media inspiration, not only through the content that they share but in the way that they phrase their messages. See how your target audience writes tweets, and strive to mimic that style. Learn their habits—when they share and why—and use that as a basis for your social media marketing plan.
In 2012, Lays created an annual social media campaign that allowed fans to create their own flavor for a $1 million prize for whatever flavor was voted the best. After 3.8 million submissions fans who participated, the top three choices were Cheesy Garlic Bread, Chicken & Waffles, and Sriracha. The fans were now able to purchase the three flavors in stores then cast their vote on Facebook or Twitter for the best flavor. Lays gained a 12% increase in sales during the contest. Garlic Cheesy Bread was eventually named the winner of the contest.
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Now that you know what works, you can place these different types of updates into a consistent strategy. One of my favorite systems is the one used by Buffer’s co-founder Joel Gascoigne. It works like this:
Permanence: Industrial media, once created, cannot be altered (e.g., once a magazine article or paper book is printed and distributed, changes cannot be made to that same article in that print run) whereas social media posts can be altered almost instantaneously, when the user decides to edit their post or due to comments from other readers.
Prior to creating your social media marketing plan, you need to assess your current social media use and how it’s working. This means figuring out who is currently connecting with you via social, which social media sites your target market uses, and how your social media presence compares to your competitors’.
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Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that’s been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That’s the earned media component. To support the content’s success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
Real-time marketing is all the rage these days, and Monday’s much-anticipated announcement of the birth of Prince William’s and Kate Middleton’s first child gave marketers plenty of leadway to craft “real-time” responses on Facebook, Twitter and Inst…