I am not the only person who sees the potential for social media to make a more significant contribution to a company’s business goals this year. But just like a toddler blossoming into childhood needs interaction and support from the family, social media will best develop as a significant contributor to the business by integrating it with already established marketing efforts.
Here are 5 steps any direct marketer can take to influence results across all channels:
- Use Twitter as a vehicle for identifying and engaging with prospects.
- Once engaged, invite your new follower to become a fan of your Facebook page.
- Provide incentives on your Facebook page to add your new fan to your “traditional” marketing lists.
- Support your email and offline efforts through your Facebook and Twitter messaging.
- Invest in ways to measure ROI as a function of lifetime value.
Just like your any well-engined marketing strategy does not surface overnight, develop the expectation that your integrated social media strategy will evolve over time. A good place to start is understanding what’s happening on your Facebook page.
One last thing. Don’t ever forget the marketer’s credo—