There’s definitely no shortage of content on social media marketing. There’s also no silver bullet in terms of how to use it to achieve your marketing goals. Social Media doesn’t have a “one-size-fits-all,” “off-the-shelf” implementation. The right strategy needs to take your business, your marketing resources/skill set, sales team, budget, marketing technology, etc. into account. While I’d love to tell you that you don’t have to read through a good amount of that information floating around out there, I’d actually suggest it’s a pretty good idea. Understanding each of these considerations and how they impact an overall social marketing strategy is paramount to building a good strategy.
One pretty important step in crafting your plan (regardless of what you know, where you’re at, or what you have) is understanding how your target buyers are leveraging social platforms in conducting their research. Having hosted an independent community since 2007, I can tell you even we were looking for some answers to that question with the shifting dynamics of content delivery. To help us get some answers to those questions, we asked our members to complete a study on how they use both social networks (the FaceBooks, LinkedIns, Twitters etc. ) vs. Online IT Communities (like ITKnowledgeExchange.com, IT Toolbox etc.) in researching problems, products and services. The infographic below looks at a few of the top line findings from the survey. If you’d like to download the full research brief, you can find it here: The Digital Convergence of Content Communities and Social Media.
For a run-through of the comprehensive findings, you can email me directly at email@example.com.