In the social media world, most of your potential customers are creatures of habit. They iuses the same services, visit the same websites, and enjoy similar content. A good social marketing campaign can grab attention, but a great one will help them change their habits, integrating your brand into their daily social experience.
We know the ins and outs of all the social networks, both established and ascendant. Just as importantly, we know which networks are friendliest to which niches, so there will never be a chance of getting caught flatfooted.
That isn’t easy – it takes a serious insight into customer behavior.
What kind of content breaks old habits and builds new ones online? In most cases, viral content delivers results. Viral marketing spreads a link to your website across the internet, propelled by interesting, high quality content that customers can’t resist passing along.
Targeting the demographic of your product has a great deal to do with whether a viral campaign works. Then there’s the matter of creating a blog post, news story, or video that has stock value or a compelling quality that makes people want to spread the word and offer their opinion. Once a viral campaign has been launched, it should be tracked – traffic, downloads, user feedback, and other vital factors can’t be ignored.
SOCIAL VALUE CHAIN
Social media isn’t just about creating disruptive content – it’s about direct interaction with customers, in a real-time manner that most methods can’t approach. Social media can even have an impact on product development and R&D – it’s important to respond to engaged customers and build a useful amount of social impact.
There are a lot of voices in the social media world clamoring for attention. So, who determines what has influence online? People judge the credibility of a social source on the quality, number, and perceived expertise of a person (or company’s) social media efforts. In the social world, delivering high quality content is important, but delivering high quality social proof is important as well – that means “getting in” with the biggest names in your niche, and getting the people that respect them as an authority to acknowledge and listen to you.
THE FUTURE OF SOCIAL MARKETING
Social signals are becoming more and more important – in some cases they’re directly impacting the rankings on competitive search terms. In industries that have high social traffic, it’s vitally important to get provocative titles and stories, making every article and press release to go viral. In “boring” industries that don’t have any obvious social utility, it’s even more important to engage socially and get a leg up on your competitors. Microtargeting demographics, creating visual and data driven content, interactive strategies, and viral marketing can all help.