Social Media Marketing (SMM) FAQ
Social Media Marketing allows brands to harness the relationship building power of the Internet to connect with customers online. Social Media Marketing can be confusing. Many of E-Power Marketing's clients have questions about SMM, and we do our best to explain. Look through our list of Social Media Marketing Frequently Asked Questions and learn from our experience.
Why Social Media Marketing?
What is the difference between Social Media Marketing and Search Engine Marketing?
What is Social Media?
What is Social Media Marketing (SMM)?
Social Media Marketing on Twitter
Why is Blog Marketing beneficial?
Social Networking Web sites - Facebook and MySpace
The New Business Networking – LinkedIn, Plaxo and many more
Why utilize Video Sharing Web sites for SMM?
Social Bookmarking Web sites for Marketing
Collaborative Information Resources, Wikis and Answer Sharing Sites
Marketing on Social News Web sites
Social Media Marketing within Micro-Communities
Why Social Media Marketing on Forums?
What can E-Power's Social Media Marketing team do for me?
Why Social Media Marketing?
Social Media Marketing has two main functions; connecting with users and generating links. Social Media Web sites allow users to promote and share content in ways that just weren't feasible before the Internet. Understanding these technologies and figuring out how to best utilize these services for your brand can take you far with customers online.
Social Media Marketing should not be used solely to gain traffic to a Web site. Instead, Social Media Marketing should be used to network with your audience and to build relationships with potential customers. Use Social Media Web sites correctly, and you will have the chance to build name recognition, increase the reach and awareness of your brand, and connect with a large audience.
Search Engines reward Web sites that have quality links pointing to them. When a user saves a link from your Web site to a Social Media service, search engines take note. When users deem your Web site valuable, search engines will too.
What is the difference between Social Media Marketing and Search Engine Marketing?
Social Media Marketing is one facet of Search Engine Marketing. Social Media Marketing focuses on interacting with your market and sharing content with your customers. Search Engine Marketing is a broader term, encompassing many aspects of Internet Marketing, such as Search Engine Optimization, Pay Per Click advertising, Blog marketing, Local search marketing, and so forth. Your Search Engine Marketing campaign should include Social Media Marketing, as it is an important step in succeeding online.
What is Social Media?
The term Social Media refers to Web sites that allow Internet users to connect, share and network online. Social Media Web sites have coupled the innate need for connections and communications, with modern technology. Social Media Web sites allow users to discover information, read and share content, view videos and learn about news quickly and efficiently. Social Media Web sites allow users to not only consume information, but to publish it as well.
E-Power Marketing believes that Social Media Web sites have grown in popularity primarily because they allow people to form relationships over shared interests. It allows people to connect in the online world to form relationships for personal, political and business use. They connect people in ways that simply weren't possible before.
Social Media encompasses many different services and Web sites. Web sites pop up everyday offering users the opportunity to connect and share with others. Some Social Media Web sites are dedicated to large audiences, spanning many interests and activities. Other Social Media Web sites are tailored to niche audiences.
It is not always easy Identifying and understanding the most useful Social Media Web sites for a brand. Having a general comprehension of the major types of Social Media Web sites will help you decide which areas to focus your Social Media Marketing efforts on.
Social Media Marketing categories:
- Social News Web sites (Digg, Mixx, Reddit, Yahoo Buzz)
- Social Bookmarking (Delicious, StumbleUpon, Google Bookmarks)
- Social Networking (Facebook, MySpace)
- Business Networking (LinkedIn, Plaxo)
- Video Sharing (YouTube)
- Micro-Communities (Care2, DeviantArt, StyleHive)
- Blogs
- Forums
- Micro-blogging Web sites (Twitter and Plurk)
- Information Resources and Answer Sharing (Wikipedia, Yahoo Answers)
What is Social Media Marketing (SMM)?
Social Media Marketing is the practice of utilizing Social Media Web sites in order to publicize and promote a brand, product or service. Though Social Media Marketing has many of the same goals as traditional advertising and marketing principles, the rules and best practices are very different.
Social Media Marketing allows brands to harness the power and reach of Social Media Web sites, reaching countless potential customers every day. Universal McCann conducted a study that estimated there are over 272 million Social Media users worldwide, with 43 million users in the United States alone. In a report released by Nielsen, studies have found that of the world's Internet users, two-thirds use a social network or blogging Web site. Social Media attracts an accessible audience much larger than most other media outlets offer.
Not only are those large numbers looking for information and connections through Social Media Web sites, they are also expecting to see brands. According to the 2008 Cone Business Social Media Study, 93% of Social Media users believe a company should have a presence in Social Media. An overwhelming 85% of Social Media users believe a company should interact with its consumers via Social Media Web sites. Plus, 56% of Social Media users feel both a stronger connection with and better served by companies when they can interact with them in a Social Media environment.
When used correctly, Social Media Marketing is a direct connection to potential and existing customers. Brands can promote, gather feedback, connect, persuade and educate the Social Media users easily and effectively.
Though the potential for success with Social Media Marketing is huge, there is an even bigger chance for disaster. Social Media users want information, not sales pitches. Social Media Marketing, when done correctly, doesn't slam users with advertisements and offers.
Social Media Marketing informs users about brands, connects companies with their audience, so that when purchasing decisions are made, users will have positive associations with your brand, they will understand your company better, and feel a connection with your brand.
Social Media Marketing on Twitter
Twitter is a Micro-blogging Web site. Micro-blogging Web sites such as Twitter and Plurk are Web sites where users are able to publish short posts, up to 140 characters, that can be viewed by others. These posts can contain links, product or service information, news, sales pitches and more. Brands utilizing these Web sites successfully also use these posts to establish themselves as industry leaders, offering educational, non-marketing information to others.
Recently, Twitter has exploded in terms of popularity. Celebrities, sports stars, brands, even pets have all taken to the Twitterverse and gotten in on the action. Twitter is a great place to build a following, connect with the public, and more. Twitter can and should be used as a means to establish yourself as an industry leader. Tweet about things going on in the industry. Tweet about events, news, gossip, seminars, etc. Post a new Blog article? Tweet! Hire a new exec? Tweet! Have a company picnic? Tweet! You get the idea. Post tweets with value, not just marketing information. Show the public different sides of you and your brand.
Why is Blog Marketing beneficial?
An active Blog can create many opportunities for brands. Creating and maintaining a company Blog is important for branding as well as building search visibility. Once you've committed to a company Blog, it is important to optimize it. From the layout itself to individual blog posts, optimization for search engines is an important step. We work with our clients in a multitude of ways to make sure that their Blogs are up to par and working hard.
Once you've established an active, optimized Blog, it needs to be promoted. This can be done in several ways. Social Media Marketing outlets allow you to share your Blog content. Blog directories and aggregators are one way of doing this. When a well written Blog Post is informative, and not sales driven, submit the URL to relevant Social Media Web sites as well.
Connecting with other Bloggers is another way of promoting your Blog. Our Social Media Marketing team has experience finding relevant Bloggers for our clients. We network with these Bloggers, making them aware of your Blog, developing relationships with them and generating linking opportunities.
You can also promote yourself, your expertise, and in turn, your brand, on other Blogs. Online, you will find Blogs written by and for others in your field of work. You can establish yourself as an industry resource by posting relevant, non-spam comments on popular Blogs that relate to the topic of the post. By becoming active on industry Blogs, you will be doing great public relations for your brand, connecting with potential customers, and learning from others in your field.
Social Networking Web sites - Facebook and MySpace
Facebook and MySpace are Web sites that you've heard of before. Do you really understand them though?
Social Networking sites are online communities. People use Social Networking Web sites in order to connect with friends, old and new. Most Social Networks offer both public and private messaging capabilities. Social Networks also allow users to share links, videos, images and more.
Social Networks such as Facebook and MySpace appeal to users on a universal level. With users flocking to Social Networking sites, it's important to build your brand's presence on them. The statistics show that people expect brands to be represented on Social Networking Web sites. Social Media Marketing utilizes these Social Networks for the benefit of both brands and the public.
The New Business Networking – LinkedIn, Plaxo and many more
Just as Social Networking Web sites connect people on a social level, there are also networking Web sites that connect people on a professional level. Business Networking Web sites, such as LinkedIn and Plaxo, allow users to focus on their professional accomplishments and goals. Users can network with co-workers, clients, others in their field and more. Members are able to have discussions, post jobs, refer other users and more. These networking sites focus on business credentials and goals, rather than on shared hobbies or common interests.
These Web sites can be important resources for brands. Utilizing Social Media Marketing techniques on these Business Networking Web sites allow brands to connect with like minded professionals. Even if you don't offer a service or product tailored to the business groups already established there, these Web sites allow you to increase your online reach. You can even start your own business group.
Why utilize Video Sharing Web sites for SMM?
YouTube is the most popular Video Sharing Web site out there. YouTube and all Video Sharing Web sites give users access to media on demand. Countless videos are uploaded to YouTube, where people from all over the world have access to them. Video Sharing services give brands a way to share their video media with users like never before.
Does your company have commercials, demo videos, TV appearances, or other visual media? Do you see opportunities to create new videos? If so, you should be utilizing Video Sharing Web sites to promote your video content. These Web sites let you upload, share, and market your company's name and information. Utilizing video sharing Web sites can bring your company higher rankings and more targeted traffic.
Social Bookmarking Web sites for Marketing
Social Bookmarking Web sites allow users to save their favorite Web sites, and access them from any computer with an Internet connection. Examples of popular Social Bookmarking Web sites include: Delicious, StumbleUpon and Google Bookmarks. Just as you are able to save your favorite Web sites to your Internet browser, you can also save links to Web sites within your accounts on these Web sites.
Search Engines factor in Social Bookmarking Web sites when awarding search positions. Links saved on these Web sites benefit companies because search engines see these links as user generated. When search engines see the public valuing a Web site, they take that into account. Social Bookmarking sites can be used in Social Media Marketing to create links for company Web pages.
Collaborative Information Resources, Wikis and Answer Sharing Sites
Collaborative Information Web sites such as Wikipedia and Yahoo Answers can be very beneficial to brands when used correctly. Answering others' questions and providing the public with useful information is a great way to establish yourself as an industry expert. Adding to these Web sites is also a great way to get your brand's name out there so that people will view you as knowledgeable and beneficial. This may cause them to choose your brand when they need your service or product in the future.
A Wiki is a Web page or group of pages that are set up to give different users the chance to add or change the content of the page. Wikis are very often used for professional, educational or business purposes. Wikis can be public or private, with passwords used to gain access.
Probably the most well known Wiki is Wikipedia. Wikipedia is a public Wiki that is set up like an encyclopedia. The information is generated by the public, and can be edited by those with a free account from the site. Wikipedia is a popular online destination, providing millions of people with information every day. Have you looked up your brand on Wikipedia? What are people saying about you?
Much like Social Media Marketing on forums, you cannot spam on these Web sites. They were created to educate and inform people, not for brands to sell on. Look for topics that will allow you to share your valuable insight and industry information. Don't look for opportunities to brag or spam. These Web sites offer great opportunities to connect with your audience, but misuse them, and you'll be in trouble.
Marketing on Social News Web sites
Social News Web sites, such as Mixx, Digg and Reddit, allow users to share, vote for, and comment on newsworthy content. These Web sites attempt to sort out the junk, and give users only what they want. When content is submitted, it is classified by topic, allowing for users to read only about "Breaking News," "Sports," "Entertainment," etc.
Social News Web sites are no place for spam or marketing. These kinds of Web sites are very stringent with their guidelines, and will ban users utilizing their sites for marketing purposes. The Web sites' administration teams aren't the only ones who frown upon spam and marketing. Social News site users are also strict about the content. On many Social News services, users are able to vote up or vote down the content based on their preferences. They can also make reports to the moderators over objectionable users, stories, and more.
There are plenty of ways for brands to use Social News Web sites without submitting marketing information. Use a Social News account to educate users about your industry. Share information and resources. Do you sell cars? Submit stories about the automotive industry. Work for a law firm? Share stories regarding your area of expertise.
Occasionally, seldom in most cases, you may write a Blog post that fits the criteria to submit to a Social News site. This kind of Blog post will not focus on your brand or products, but rather on industry news, sharing resources, or educating the public.
Not sure if your post will be well received on a Social News site? Don't post it. The more time you spend on these sites, the more you'll get to know their culture and standards.
Social Media Marketing within Micro-Communities
Micro-Communities are like Social Networks' little siblings. Micro-Communities are specialized Web sites that address niche audiences. Micro-Communities, such as Care2, Deviant Art and StyleFeeder offer members the opportunity to share and connect over a shared interest.
Let's look at StyleFeeder for example. This Web site describes itself as "The Personal Shopping Engine". Members are able to rate different fashion products, from shoes and clothing to accessories and gadgets. Members can share their preferences, get recommendations, and even find fashion deals online.
Micro-Communities exist for almost every industry. Reaching out to those members who are active in Micro-Communities in your industry is a smart move. These Web sites offer the chance to network with those who are truly interested in your field.
Looking for parents? Check out Parents Connect. Trying to connect with those who ski or snowboard? Get involved on SkiFriends. Involved in some form of real estate? State your opinions and advice on Trulia.
Whatever audience you're looking for, chances are there is a Micro-Community established for them. Gain access to the right audience with Micro-Communities and Social Media Marketing.
Why Social Media Marketing on Forums?
People from all over the world gather on forums to connect, discuss and share. You will find that forums are a great place to network with potential customers and existing fans of your brand. Forums are not the place to do traditional marketing however. People go to forums to learn from one another, not to get sales pitches or advertising materials. Brands belong on the forums as resources, not as advertisers.
There are plenty of forums out there where you can share your brand's expertise without being sales driven. You can use forums to connect with your target audience. Find out what is being said about your company, facilitate discussions and garner feedback.
Utilize forums well, and your brand will reap the rewards. Spam forums and be prepared for the backlash. Being banned from a forum is just the beginning. The negative discussions that take place online about your spamming ways can hurt your brand.
What can E-Power's Social Media Marketing team do for me?
E-Power's Social Media Marketing team has experience on a broad range of Social Media Web sites. We spend the time researching and being active on important Social Media Web sites to benefit our clients. From Social Networking sites to Wikis and forums, our team works to understand ever-changing Social Media technologies.
We believe in Social Media Marketing and work hard to stay up to date with industry advancements and changes. We work with our clients to identify and create the content that will do well on Social Media Web sites. We can make recommendations because we do the work. Apply for a free Social Marketing plan to get personalized recommendations on how we can help you.
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