The Core of Social Media Strategy

As time flies by and working hours grow long, it’s important to take time to sit, read, and get inspired. I have had the article, 2011: Now Social Media Marketing Gets Tough, on my desk since the day it came out, January 4, 2011. Today, eight months later, I have finally taken the time to read it.

As I read the article, I wondered how much would still be relevant, considering the topic: social media, and how it changes every minute! To my surprise, this article made a lot of great points I can relate to that are still important eight months later.

Having social media presence is no longer a differentiator, as almost everyone has some type of presence. Social media winners know it’s about getting creative with what you do on a channel, just like any other channel. While it may take some work, it shouldn’t push you away from effective marketing. A company can no longer get away with mediocre presence. Social media is about quality content, personality, responsiveness and trust.

Another interesting concept the author, Augie Ray, pointed out was about media stacking- using multiple mediums simultaneously to engage your audience. For example, when media buying is tied together with social media, earned media can be created. Earned media is when your marketing efforts receive favorable media and publicity, with no cost to you.  An example of this would be getting featured on Good Morning America without contacting them. Tying paid media and social media together in one strategy may help boost your numbers and awareness. This will allow for more engagement, while connecting you with more influencers and advocates.

Connection and content that build trust are the core of any social media strategy.  As social media changes and evolves each day, it is important not to get overwhelmed with new networks and features, but to keep connection and content at your core.