All Articles Tagged "social marketing"
(Wall Street Journal) — Established rules of communicating with customers are unraveling, driven by a shift in how we use the Internet. Emails and corporate websites are fast being replaced by Facebook and Twitter, where customers and employees alike have been liberated from the control of marketing and customer-service reps. While many companies embrace the opportunities in these new two-way communications tools, social media brings a host of new problems, such as how to measure communications and keep employees on message—and in legal compliance. So, new rules are emerging. Here are five of the best practices from companies that have grappled with social media.
Listen and measure: Dr Pepper spent years building its 8.5 million-strong fan base on Facebook. Now, careful tracking and testing with those Facebook users who say they “like” the soft drink helps the brand figure out how to hone its marketing messages. It blasts out two messages daily on its Facebook fan page, and then listens to the fans’ reactions. Using tools from Facebook and New York-based software-and-design agency Code & Theory, Dr Pepper can measure how many times a message is viewed, how many times it is shared with other Facebook users and what fan responses say.
(American Express) — While Facebook marketing is on the rise among small businesses, many are still struggling to master the basics. ”Many people have difficulty with just the basic page set up,” says social media marketing consultant Nicole Krug. “For example, I still see people setting up their business as a profile page instead of a business page. I have other clients who jumped into Groups when they came out and have divided their fan base.” Here are five more common Facebook marketing mistakes to avoid:
1. Broadcasting: Ask any social marketing consultant what the number-one no-no is on Facebook, and he’ll likely tell you it’s “broadcasting” your messages instead of providing fans with relevant content and engaging on an continual basis. ”With Facebook, marketers of any size can do effective, word-of-mouth marketing at scale for the very first time. But Facebook is all about authenticity, so if your company is not being authentic or engaging with customers in a way that feels genuine, the community will see right through it,” says Facebook spokeswoman Annie Ta.