Categorized | social marketing

Top Ten Tips for Social Media Marketers

This is a wonderful post from Paula Drum, the outgoing social media marketing manager at H&R Block. While they’re all wonderful, pay particular attention to the tips which separate social media marketing from any other kind of marketing (this, in my opinion, is where almost everyone gets it wrong — they use social media marketing to generate demand rather than engage with their customers):

A marketing campaign has a short life; it is singular in desired action and is usually focused on demand generation. A social media program is a commitment to engage and communicate with consumers where the consumer wants to communicate. If you are going to start a marketing campaign with social elements versus a social media program, you must start with the end in mind. The worse thing a marketer could do is build a group of fans, friends or followers without a clear exit strategy after the campaign is completed.

I only take issue with that last statement. There should never be an exit strategy for social media marketing, just like there should never be an exit strategy for any “friendship.” (Imagine that you just announced that you’re going to get married and your friend asks, “Do you have an exit strategy?” Relationships of all kinds, even social media ones, are different than marketing).

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