Outsource My Social Media Marketing

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Gail Goodman, email marketing leader Constant Contact CEO, explains Social Media Marketing: the synergies between email and social media, the acquisition of NutshellMail and the benefits to small business. NutshellMail co-founders Mark Schmulen and David Lyman talk with Goodman about the company and how email and social media are complementary.

There is no shortage of buzz about social media and many companies are feeling the need to get involved. However, many cite the time commitment as a road block. I often hear questions about how businesses can measure the effectiveness of their social media efforts, and systemize their approach.

Social networking for business can, and should, be approached like any other business activity – with a plan that identifies objectives, benchmarks and a determination of the resources that will be dedicated to reaching them. Having a plan in no way negates the genuine, social contributions you will make. It is comparable to deciding how many (and which) business organizations and networking meetings you will go to in a month. Like face-to-face networking opportunities, there is some discipline involved (think of the last After Work Network where you were tempted to spend an hour catching up with an old friend to the exclusion of meeting new ones).

While social media strategies can be extremely detailed, you can begin the process by addressing the 5Q’s – who, what, when, where and why.  All efforts stem from the ‘what’,  so we begin by examining the purpose of participation, which then guides the other elements of the plan.

WHAT are your Objectives?  When we develop a social media strategy for our clients, we begin with identifying objectives. What do you want to accomplish? The core goal, of course, is to build and grow relationships with clients, prospective clients, strategic partners, employees, vendors, the media, etc.  However, what are some of the business uses that you will tap into your network to accomplish?

WHERE will you Participate?  There are mega-channels, such as Facebook, Twitter, LinkedIn and YouTube, that most everyone is familiar with. However, there are literally thousands of additional channels that may offer great potential for you as well. Just like your offline networking efforts, you can’t be an active participant in all of them, so decisions have to be made as to which channels offer you the best return on your efforts and time spent. Where are your prospective clients spending time? Where are your competitors active? Where can you reasonably – and regularly – contribute? (If you are not recording video, and don’t plan to, YouTube isn’t a good choice!) Are there industry-specific sites where you would benefit by participating?

WHO will represent your company?  If one of your goals is to establish yourself as an expert – or to establish various members of your team as subject matter experts – then you and the specific subject matter experts on your team are the obvious choices. Are there other members of your team who could participate in specific activities, such as writing blog posts? Will you hire a firm to develop video content for you? Will you have your PR firm create and distribute online press releases for you? Do you have strategic partners who can provide you with content or ideas that would be of value to your network? It isn’t necessary to limit your social media efforts to the business owner; tap your in-house resources and consider whether there are outsource options for rounding out your efforts. As long as you have clearly-defined guidelines for what is appropriate to publish, you can maximize your efforts by including others in your strategy.

WHEN (and how often) will you participate?   Once you have determined who and where your business will be active online, it is important to establish a schedule for participation. As with any social group, you are only as visible and valued as you are committed. (Think of the occasional networking group members who never attend meetings; they aren’t top-of-mind for referrals, nor do they benefit from the regular contact gained at gatherings.)

WHY are you doing this?  Social networking is both fun and engaging – by design! Nonetheless, it is important to stay focused on why you are participating. We encourage our clients to regularly review their goals and to measure the results they are getting against those objectives. Is your network growing? Are you engaging in two-way conversations, or simply talking ‘at’ those in your network? Bear in mind that developing your network online is no different than developing a network offline; it doesn’t happen overnight. You have to build relationships through regular, meaningful dialogue. If you are not reaching your objectives, give consideration to the factors that are impacting your results. The great benefit of social networking is that you can easily gain feedback from those you interact with. Ask! Modify your efforts and keep watch on your benchmarks to determine the effectiveness of your participation.

Social networking offers widespread opportunities for businesses of all sizes. By carefully considering your options and developing a strategy, you, too, can tap into the power of your own social network. Remember: Speak Authentically and Work Strategically™!

Over the past few years, social networking sites enabled by Web 2.0 technologies have dramatically changed the way we use the Internet. What was once a one-way connection has transformed into a dynamic connective medium, allowing users to share a wide range of content including blogs, photos, videos, and much more.

Whether you are selling products or services, or just publishing content for ad revenue, the efficiency and benefits of social media marketing is an unmatched method that will make your website profitable over time.

If you have articles, blog posts, social posts or any other type of market-specific content written, you’ll want to be very careful as to who produces it and how well. If they are writing for you main site, obviously you need this to be top-notch. One popular way to do that these days is to have “guest bloggers”; others you have developed relationship with in your field whom you trust and are satisfied with the caliber of their writing, and you trade services, or in exchange for links.

Goals vary from business to business and professional to professional, but the identification of goals is key to determining what characteristics are needed in a social network. Further, once a social media marketing program begins to meet with success, a deluge of invitations to other networks will begin to arrive.

Social media marketing is based on participation in various online communities/meeting places, like blogs, article databases, and social bookmarking and news sites. Each time you participate, you can create a link to your site.

Many such websites, ranking high in SERPs, are popular ones. And, the SEO service providers should take great care to secure links from the popular websites as visitors are more active in these sites. Getting links from such reputed sites is considered as good references both by search engines and by visitors.

Businesses are scrambling for help! As a Virtual Assistant or Online Professional, offering these much-needed services will keep you a few steps ahead in the exploding industry of online service providers. You can help clients navigate thru the virtual marketplace and bring them to an entirely new level of exposure and influence, for the most effective mass exposure of their message, product or service.

It’s wise to question the ethics involved with outsourcing social network posts with an Assistant posing as the client, creating confusion of the authenticity of relationships, which is what social networking is all about!  A clear distinction can be made however, with outsourcing technical and administrative tasks, preparing the client to then have time and focus on building relationships and an audience themselves.

It does not cost too much to commence a campaign and advertisers/brands should consider this more an opportunity to engage their consumers. If it’s difficult for advertisers to take high-cost promotion plans in such a tough time, it could be easier for them to accept to show concerns and accumulate influence from now on.

Social media marketing is not a one time process. For instance, let’s take the example of marketing through the social networks like Facebook. To get noticed in the social networking crowd, your profile should be active. All the profiles should be updated with some content frequently. Fresh, updated content is always loved by the search engine bots. Active participation also includes forum postings, commenting and participation in polls