Ah, social media. Marketing’s Promised Land. Well…sort of.
The problem is, social media has fast become the land of 100,000+ “experts.”
According to AdAge.com, “The number of Twitter users with ‘social media’ (as in guru) as part of their bio has grown to epic proportions. The list now tops 181,000.”
As I mentioned above, approximately 80% of all agency websites now include a twitter feed on their home pages. Is this really a smart way to use social media stimulate sales?
Every day we hear that all an agency needs is a content-based social media program and the phone will magically start ringing. Maybe. But like most things in life, the devil is in the details.
Over the years, I’ve employed social media to create the New York area’s largest newspaper website, build an audience of over 30 million fans for the instant messaging bot SmarterChild and to grow my agency’s reputation. I even won two Gold EFFIES for integrated content marketing programs for Sara Lee and Northwest Airlines – way before “content marketing” was invented.
Through these efforts, I’ve learned how to tame the content marketing beasts:
1. How to ensure that content marketing program subject matter and copy directly support your agency positioning and targeted new business efforts.
- How to ensure that content marketing program subject matter and copy directly support your agency positioning and targeted new business efforts.
- How to prioritize, select and integrate social media platforms.
- How to keep these programs relevant and fresh (no mean feat in a busy agency environment).
- How to plan and manage the programs so they don’t die a slow death.
I have also unearthed turnkey online resources to help you manage and analyze your social media and thought-leadership programs.
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