Public Relations & Social Marketing Insight

Social media tactics change regularly and using the same tactics have become stale in the dynamic environment. Refreshing your toolbelt to break through the clutter is a constant search to take reach your target market. This means looking at which tactics no longer work and throwing them from your social media strategy. A few of these that jumped out at me werte buying your followers to get an spike of interest and being self promotional..

First to discuss, companies in the search of a large number of followers have “bought” an audience by showing special offerings. A personal example of this was explained to me by the head of social marketing for a life insurance. They used online game assets offering a special in game addition in exchange for “liking” their page. In short, the tactic worked. They saw an influx of followers that reached increases in the thousands, but after the offer ceased they saw a disinterested audience. They were not loyal followers and had no interest in the content and slowly but surely they crowded out and the company was left with a low net impact.

Have you ever had that friend that only shares content about themselves? The drama that is happening to them? The number of times that they went to the gym that week? These are not the most popular people on social media, and the same goes for business. If you have gotten a following of loyal consumers then you cannot constantly self promote too much. You will harm your reputation and traffic to your site. Take it easy on the sales promotions and brand awareness, the persona of your social media presence should follow a strict 80/20 rule with 80 percent sharing of interesting content/answering questions and 20 percent can be a offer of service or product.

The last bit of advice that the article gave was be aware of the new techniques of tracking can be used to show when participants look at content and who looks at it. Be aware of these tools to be the modern social media and you will have an impact to your social media campaign.

Social media requires a conscientious effort and planning to make it work, otherwise, it's not going to get done.