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  • feedwordpress 07:34:31 on 2015/05/20 Permalink
    Tags: , , , real time, , , , Social Media Marketing, ,   

    Google Now Showing Tweets 

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    This has been a long time coming. We knew it was on the horizon and now it’s finally here. Tweets are now appearing in Google search result again after being missing for a few years. When it was announced in February, we went to work integrating Twitter back into the search spectrum of content marketing strategies. Now that it’s here, the initial testing has been pretty strong.

    “When tapping on a tweet in Google search, you’ll be taken directly to Twitter where you can view the Tweet and discover additional content,” Jana Messerschmidt, vice president of global business development & platform at Twitter said in a blog post. “By deeply integrating Twitter’s real-time content into Google search, we hope you find it easier than ever to explore your interests across both Twitter and Google.”

    This will give the real-time power of Twitter that Google craves. The news section has been the best way to get real-time information for a while, but even then it’s not truly real-time and requires major publications to be the source of the news. With Twitter, Google will be able to follow trends and highlight sites that aren’t on the mainstream popularity lists. With the rise of citizen journalism and specialty blogs, this will be especially useful when events unfold and regular people find their way to report them before the media.

    From a marketing perspective, the jury is still out. We will have to see how standard searches react to Tweets that are pertinent, but again the initial testing has been very compelling. Will marketers start spamming Twitter at the same rate they did a couple of years ago or will the safeguards that Twitter has put into place supersede and eliminate “Tweeting for rankings” that used to fill Twitter when Google was first tied into their firehose. Time will tell.

  • feedwordpress 01:16:49 on 2015/05/02 Permalink
    Tags: , , , , , , , , Social Media Marketing, , ,   

    The Difference Between Theoretical Social Media and Practical Social Media 

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    This is the type of blog post that will get me into trouble with the wrong people. That’s absolutely fine by me. The people I want to reach are the people who need help for their business, not the people who make a business out of preaching social media.

    There are two types of social media “gurus” out there today. One is like the law professor – more knowledgeable about the ins and outs of the law and its applications than most judges. In both the legal and social media marketing professions, the smartest usually end up teaching rather than doing. The other type is like the courtroom attorney. They aren’t immersed every day in legal papers or reading memos from the various courts. They aren’t sitting at coffee shops debate Roe v. Wade. They’re in their offices preparing arguments or in the courtroom making arguments.

    I’ve been asked why I don’t write a book on social media. Blogging over 2000 words per day means I could bust out a book in a month or two. There are two reasons that I don’t. First, social media changes too rapidly. By the time someone finishes reading my book, parts of it will be obsolete. The second reason is because I’m better in the courtroom. Trying to teach people about social media has never been my thing. I like making social media marketing happen rather than theorizing about social media.

    There’s nothing wrong with the law professor types. They make great money speaking at conferences, selling books, or driving traffic to their websites for ad revenues. It’s almost appealing, but there’s something about theory that I simply don’t like. To test a theory means you have to be doing it, not talking about it.

    The reason I’m writing this is to point out one major flaw that I see businesses and marketers make. Many of you spend so much time reading, watching videos, or following your favorite guru that you miss the opportunities to really learn out in the field. The best strategies that we employ for our clients didn’t come from a blog post by a guru. They came from watching what other businesses and marketers are doing and improving on their concepts.

    The best place to learn how to succeed on social media is by spending time on social media. Look at your competitors. Look at other industries. Look at what corporations are doing. Look at what tiny startups are doing. Ask yourself how it played for you when you saw this Facebook post or that Tweet. Did it work? Could it have worked better done another way? Could it work better for you?

  • feedwordpress 15:16:35 on 2015/04/01 Permalink
    Tags: , Mistakes, , , , Social Media Marketing,   

    Social Media Mistakes: Are You Making Them? 

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    When digital media is the way of the world, an online reputation is almost as important as a first impression. As we perfect our social media profiles, we do so with the intention of gaining respect and attention. All too often, however, we make avoidable mistakes that are potentially damaging and find it difficult to rectify those mistakes.

    A good social media profile possesses certain items such as a straightforward image that could be used professionally or candidly. Due to the fact that cyber-vetting is a real threat, consider whether or not you’d like your future boss, clergy member, or even worse, your parents to see what you’re posting. Social media does not exist in a vacuum, and it spreads like wild fire.

    There are certain dos and don’ts when it comes to both professional and personal social media success.

    DO maintain an image you would be proud to represent in public. This means don’t post anything you wouldn’t publicly say or do. Posting pictures of yourself drinking copiously and heading to your child’s daycare the next day may have negative ramifications. Be prepared to deal with the fallback if you’re willing to represent a particular image.

    DON’T be a jerk. Nobody likes the opinionated person that simply chooses to spew vitriol or negativity on your own profile or on other people’s upbeat status updates. A friend of mine was asked to stop posting statuses about his faith in God simply because it made someone uncomfortable. Be careful what you’re saying to others, you never know what connections they may have that YOU may sometime need.

    DO be honest. Don’t pad your social media profiles to make you sound more impressive. If a prospective employer is checking your profiles, imagine the confusion you could be causing by fibbing to impress your friends. Honesty is always the best policy, even if it means that your profile isn’t all that special. In your pursuit of honesty, however, don’t the “filterless” person

    DON’T post inappropriate pictures and expect to garner respect. If you want to post pictures of a fun wine trail weekend with your girlfriends, that is fantastic and will most likely get a great deal of attention from your audience or friends. Posting a photo of you tipping back a bottle of wine, sans glass, may have a more negative connotation. Save those photos for a quiet night at home. The world doesn’t need to see that.

    DO be approachable. This is an important concept, especially in using social media for your business. People buy from people they have a connection with, so make the connection. Post a photo of the family dog, a candid selfie of your team, or a work luncheon. This allows you to come across as relatable, and people like being able to relate to someone with whom they’re doing business.

    DON’T use social media as your profanity outlet. Once again, this goes back to the whole issue of reputation management. Playing it fast and loose with the profanity in your social media posts may come back to bite you. Before posting, ask yourself a couple of questions; would you speak that way in public, would you want someone you hold dearly to hear you speaking that way or would you react negatively to the same type of post?

    DO educate yourself. What do you know about proper privacy settings? Do you know what options there are for your LinkedIn profile? How difficult is it to block a heckler on Twitter? Knowing the answers to these questions allows you to be better prepared for both personal and professional social media efforts. If someone is managing your social media, the possibility exists that they’ll know about these things, but personal knowledge is incredibly important as well.

    DON’T make all of your business public. If you’re having a difficult time in your relationship, no one else needs to know. There are some things that are best kept private. The influx of social media has increased the amount of information to which people have access, but that doesn’t mean we need to know EVERYTHING. Transparency is key, but too transparent can a bad thing. Constant changing of your relationship status can make you seem wishy-washy, and that sends a very bad message.

    If you’re making any of the above referenced mistakes, chances are you are unaware of the potentially damaging nature or negative effect that your social media may have on your future. While many prospective employers claim that they do not vet employees by checking their social profiles, a great many of them Google candidates. Pay attention to what’s being put out there by you and by your peers.

  • feedwordpress 12:56:17 on 2015/03/31 Permalink
    Tags: , , , Personalization, Reputation Management, , , , Social Media Marketing, ,   

    Better Social Media Marketing comes from Personalized Social Media Strategy 

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    If you think it’s the software, you’re mistaken. Social media marketing is unlike many other types of digital marketing because it is much less reliant on specialized software and more empowered by creativity and personalized strategy. I understand why agencies rely on software, but it’s not something that we would ever recommend.

    In our industry, the car business, we believe in learning what we can about a dealership and customizing their social media to fit their market, personality, brands, selling style, and community involvement. One does not simply pull out a generic set of deliverables and start checking off the boxes. True automotive social media strategy requires diving in and building a strategy around the dealership.

    Perhaps the most important factor in designing a strategy is to keep it fluid to adapt to changes in the local market. A perfect example popped up late last week. A dealership had been doing very well with their campaigns but saw a challenge from other brands popping up. They were selling a popular brand but the data was showing that less popular brands nationally were selling more cars in their area than they were.

    Social media has many purposes. Sometimes, it’s all about driving targeted traffic to the dealer’s website. That’s the core of what we do, but there are times when the need arises to pull a play out of the old social media playbook – excitement and buzz. While we believe that buzz is something that’s a side effect of a strong social media campaign rather than a focus, we knew that in this particular situation, we had to focus a bit on making people aware that they should consider this particular brand.

    Under normal situations, we find that “sizzle” happens in the standard course of building campaigns, but their situation required that we turn up the heat. We adjusted a couple of their campaigns and redirected some budget to get the word out that this particular brand was hot and needed to be at the top of mind.

    Personalization requires that you toss out preconceived ideas. That’s not to say that you don’t follow best practices, but they don’t always fit into a particular situation. For example, it’s a best practice to get the word out about reviews. Most review sites get very little traffic. They’re great for letting people know that it’s good to do business with you through the star-ratings present in Google, but most of the people who read through these review sites skip passed the 5-star reviews and search for the bad ones. They’re looking for dirt. Social media is ideal for getting the actual words of positive reviews out in front of people.

    This best practice works for many, but not all. Some are having reputation challenges and the last thing you want to do is to highlight your reputation if it’s bad. Just because something is a best practice doesn’t mean it’s best for everyone.

    Social media is a wonderful way to drive traffic and interact with the community. The way to maximize it is to rely on real solutions and strategies rather than software and bulk posting.

  • feedwordpress 11:15:50 on 2015/02/10 Permalink
    Tags: , , , , Social Media Marketing, ,   

    Social Media: All About ROI 

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    When it comes to business sensibility, we are often required to determine whether or not the juice is worth the squeeze concerning our expenses. If the hot new advertising campaign we’ve kicked off isn’t getting us any further attention, at what point do we pull the plug and consider it a loss? Is the new $200 coffee maker we purchased for the break room encouraging morale or wasting people’s time? Are our social media expenditures simply costing us money or are we actually seeing results?

    With any transaction of goods or services, ROI is most certainly expected. As a consumer driven society, we want to be sure we’re getting our money’s worth, especially in terms of successful business dealings. The worst threat to our sanity as human beings is to think we’re being taken across. So, when determining a sensible social media contract for outsourcing, can ROI be considered an attainable goal?

    This is a highly contested question in the world of social media, as concern swells around how important a presence can be. Allow me to answer that question quickly and without excessive words; very important. Social media is a way of adding a human element to your branding, and people like human. They like to see the faces of the businesses they frequent, they enjoy your fun fact or quirky anecdotes, and they like to know there’s a human on the other side of the website when they need help with something.

    There are many goals to focus on when it comes to social media. Improving your brand awareness, increasing website traffic, and ramping up your exposure are all fantastic examples of attainable goals. These goals are easily measurable with analytics and can therefore prove whether or not the effort of your social media company is working. ROI, however is trickier.

    The reason most social media company’s don’t list ROI as a client goal is this; it’s not easily measured from behind the desk. Whether or not your Facebook page is driving people to purchase from you, thus increasing your business, is knowledge that can only be attained by asking your customers what drove them to your location. This means relying on customers for honest answers and feedback.

    If social media outreach tactics allow you to gain new customers, then the ROI question is easily answered. During a targeted outreach campaign, if direct contact yields a new client or customer, then your social media efforts are indeed netting a positive in the new business column. At this point, ROI is a sure thing.

    Unfortunately, too often, these results go unmeasured and the questions go unasked, making ROI such a dicey dilemma for social media professionals. ROI remains one of the great unknown questions when acquiring a new client. There is no simple answer to the question as to whether or not social media can increase your bottom line or even match what you’re spending.

    In terms of whether or not social media is worth the money you’re spending for the services you retain, the short answer is yes. If the firm you’ve hired has their eye on the ball and is willing to be diligent and steadfast in portraying your business on social media platforms, the package is well worth the money. In contrast, if the company you’ve hired is bogged down with personnel changes and personal issues, then this question becomes, ultimately, more challenging. In any event, the risk is often worth the reward.

    For some social media professionals, ROI is an attainable goal, as it should be. In a customer service profession like social media management, commitment to the customer should be the number one concern. If the customer is willing to listen to advice and stick to a plan, ROI is absolutely something a social media professional should be able to provide. However, to ensure the maximum return on your investment, a long term plan is probably the best chance at success.

    Social media isn’t a sprint, it is a marathon. So, if you’re expecting an immediate return within weeks of starting up a fan page, social media may not be a successful endeavor. The goals a customer sets for their social media must be realistic, and it is the responsibility of the social media manager to assist in the setting of these goals.

    In making the decision to outsource social media, discuss the importance of ROI with your management professional. During this discussion, the manager should be able to let you know exactly how realistic your goals are. If your ROI is not something they are willing to consider, move on. ROI is entirely realistic, but it won’t be immediate. Before signing social media contracts, ensure that your goals and the social media company’s goals align; this is the number one concern for a cohesive relationship and will often guarantee a better result.

  • feedwordpress 08:24:07 on 2015/01/23 Permalink
    Tags: , , Dark Posts, , , Public Posts, , , Social Media Marketing, , , , Unpublished Posts   

    If a Social Media Company Doesn’t Offer Both Sides of the Posting Coin, Run Away 

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    It’s hard to pick a better Joker from the Batman movies. The original Jack Nicholson version was dark and funny and had the psychopathic flare that only Jack can bring to the table. Heath Ledger’s Joker brought critical acclaim and an Oscar win because of the raw grittiness in the way he threw himself into the role.

    We shouldn’t choose. We shouldn’t have to. Both performances can thrive on their own merits and be watched for generations to come.

    The same sort of toss-up applies to Facebook and Twitter posting, particularly when it comes to advertising for business. Everyone knows about the public posting component. These are the posts that appear on the Facebook pages or Twitter profiles of the business and fill the news feeds and timelines of the business’ followers. The unpublished side, known to some as “dark posts”, are usually not known by the business community and often ignored by marketing companies.

    If a social media company isn’t taking advantage of both of them, you should run away and pretend like they don’t exist. Both are extremely important to the success of a business’ social media presence. If anything, the dark posts are even more important than the public posts. Let’s define them, then go into why they’re both so important.

    Public Posts

    Not much to say here since you all already know what they are. If you post to your “wall” on Facebook or to your Twitter profile, you’re posting publicly. These posts appear whenever anyone visits your page or profile. They also appear on the Facebook news feeds and Twitter timelines of those who are following you (though your actual reach with advertising on either platform is normally pretty abysmal, even embarrassing).

    Dark Posts

    These are the unpublished posts on Facebook and Twitter. They’re the ads that don’t appear on your page or profile, but fill the news feeds and timelines of the audiences you select. They aren’t bound by time – they run until you replace them or tell them to stop.

    Dark posts are avoided by many companies for three reasons:

    1. They aren’t automated. You can’t schedule them with Buffer or Hootsuite, for example, and an API feed doesn’t work. This makes them non-scalable, which means that only nimble companies like the automotive social media folks, our friends at Dealer Authority, have the ability to manage them for their clients.
    2. They aren’t popular. For whatever reason, both Facebook and Twitter have done terrible jobs at letting businesses know the power of dark posts. This is good for those who are taking advantage of them because the competition in most industries is minimal. Of course, that also means social media companies can get away with not selling them because few businesses are asking about them.
    3. They aren’t profitable… for the social media company. Unlike Google PPC where even small businesses can have monthly budgets in the thousands or tens of thousands of dollars, social media dark post advertising is usually in the hundreds or thousands per month. Those charging a percentage can’t make much money and those charging a flat often have to overcharge to make them worthwhile.

    The thing is that these types of posts have the strongest ROI, higher than with public posts. For this reason, social media companies must offer them if their goal is to truly help their clients.

    Why You Need Both

    By themselves, neither is exceptionally effective. Sure, you can get incredible branding and exposure through a public posting strategy with a small advertising budget and you can get great traffic to your website through a dark posting campaign with a slightly higher budget, but it’s in the combination of both types of posting that a proper strategy can be delivered.

    Get the buzz with public posts. Get the traffic with dark posts. It’s not a hard concept to understand, but it’s strangely a hard service (for some) to deliver.

  • feedwordpress 09:28:30 on 2015/01/05 Permalink
    Tags: , , , , , small business, , , Social Media Marketing, , , , , While You Were Away   

    ‘While You Were Away’ Will Make Twitter More Important for Business 

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    Twitter was tiny. Then it was huge. Then it was irrelevant. Now, it’s on the verge of landing somewhere in between “huge” and “irrelevant” with the rollout of their “While you were away” feature.

    Businesses have had a love/hate relationship with Twitter since its birth. It can be a tremendous communication tool, of course. That hasn’t changed. However, it seemed to only be of true benefit for big companies. Local businesses outside of real-time floaters like food trucks or music bands had a hard time generating a true return on investment.

    The problem has been that for a local business to have any chance of getting noticed on Twitter and generating proactive benefit, a lot of time was necessary. Unfortunately, the return did not always justify the time spent. What’s worse is that it became painful for some who were finding that the positive things they tried to do went nowhere while anything negative about them that went out on Twitter seemed to go viral.

    Bad news flourished. Good news got buried.

    That’s in the process of changing. “While you were away” will bring real ROI for local businesses.

    Start Paying Attention to Twitter Now

    Twitter While You Were Away

    One of the most appealing aspects of Facebook is its extremely intuitive algorithm. Most people take for granted the amazing complexity and uncanny accuracy of the algorithm that powers the news feed.

    On the other hand, Twitter has always maintained strength in real-time exploits. See what’s happening now… and now… and now again. This meant that local businesses would have to Tweet several times a day in order to get any traction, plus engage in conversations, plus monitor for mentions, plus several other little annoying activities that made it more cost- and ROI-effective to simply maintain a basic presence and monitor briefly every day.

    The new feature means that quality could trump quantity, or rather add to it. On Facebook, it’s better to post less and make it meaningful. Posting too much can hurt. With the new Twitter, it will likely make sense to focus on quality first but with the understanding that quantity will still help. In essence, “While you were away” means that you want to do whatever you can to generate some sort of interactions on some of your Tweets. If you do, your Tweets from minutes, hours, or even days ago have an opportunity to be seen by your audience in ways that were impossible in the chronological-only world of old Twitter.

    Quality is new Twitter’s best friend.

    Here are a few anticipatory best practices. We can’t be definitive at this point because the feature is still limited, but we can anticipate some things that you’ll want to do to bump up your Twitter quality.

    • Include images whenever appropriate. By keeping them the proper size (2-to-1 ratio) and compelling, you’ll get more attention while it’s live, giving it more potential engagement and increasing its chances of being seen by people when they log into Twitter next time.
    • Post often but spread it out so as to not get unfollowed. Every guru has an opinion about frequency. I like to keep at least an hour between standard Tweets (not including @replies).
    • Do not ask for retweets. Here’s the thing. It works. Unfortunately. Then again, panhandling at the subway station can work as well, but it’s not something that you want to do for a living. Rely on your content. They’ll retweet it if they love it.
    • Retweet and favorite others’ posts aggressively. I’m a little worried about using the word “aggressively” in this best practice because it can definitely be taken too far, but helping others will encourage them to help you. Don’t do it randomly, though. Whatever you retweet will appear on your Twitter profile. Be selective and only retweet the best content from good sources. That doesn’t necessarily mean big sources. A Ford dealer will probably notice if you retweet them. Ford corporate most likely will not.
    • Use hashtags, but don’t overdo it. Reading these, one would think that it’s written by Goldilocks. Not too hot. Not too cold. Just right. That’s really what you want to do with Twitter – find the sweet spot for all activities.

    I hate to admit it, but I lost love for Twitter over the last couple of years. The love is getting renewed. Twitter is going to be effective for small businesses once again if they do it right.

  • feedwordpress 06:50:36 on 2015/01/04 Permalink
    Tags: , engagement, , , , , , reach, Social Advertising, , , Social Media Marketing, , ,   

    Getting More People to Like Your Facebook Page is 99% Worthless 

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    Someday, I will have the opportunity to prove to a client or prospect beyond any reasonable doubt that this is true. In the meantime, I will continue to write about it in hopes that the facts will win out.

    To prove it beyond a reasonable doubt, I would have to take a page that has zero fans and send massive engagement and traffic with a small budget. Then, we’d need to look at the statistics to show that a page that starts off with zero likes can have more than just paid reach. It can have more organic reach than pages that have tons of likes.

    We do have examples, not to the extreme of having zero fans, but by demonstrating that through strong content and proper use of advertising we can get strong organic reach. Here’s a quick one that’s pretty clear:

    Facebopok Page Likes

    As you can see, this page has 2,458 people liking it. However, you’ll see that the small budget, in this case around $15, was able to get it good paid exposure. More importantly, it generated more organic reach than the number of people who like the page.

    Now, let’s look at a different page. It has nearly 8 times as many likes, but the reach is minimal.

    Facebook Page Likes are Worthless

    The gap is crystal clear. Facebook has been pulling back on organic reach for some time. While many will say that it’s all about greed and the bottom line to force pages to use money to get exposure, it’s more likely about what the users want. When they see page posts on their news feeds, they are much less likely to engage with those posts than the posts of their friends and family. Still, they’re a business, so the reduction of organic reach and the rise of sponsoring posts is the end result.

    You’ll notice that I said that page likes are 99% worthless. There’s one minor benefit. Some would call it credibility. Others would call it ego. Either way, having a page that people are liking gives a psychological boost to the page to let people demonstrate how popular their page really is. While likes are infinitesimal in importance compared to reach, it’s still a benefit.

    Focus on content. Put a budget behind it. Give your page real reach rather than the artificial benefits associated with page popularity.

  • feedwordpress 01:50:49 on 2014/08/11 Permalink
    Tags: , , , , , Social Media Marketing, ,   

    The Two Categories of Social Media Marketing Strategies 

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    All In

    When it comes to marketing (and just about everything else), there are right-brained thinkers and left-brained thinkers. The right-brain thinkers are more subjective and often more creative and would not like the concept of social media having two options. It makes it too black and white. Left-brain thinkers are guided by logic and wouldn’t necessarily believe that there are only two categories in social media marketing. In other words, neither type of person will likely agree with the assertion of this article, at least not at first.

    One can make an argument that there are definitely multiple sub-categories, styles, and strategies that go into social media marketing, but there are really only two stances that businesses should take. These two categories can be called “outbound” and “inbound” social media strategies. They shouldn’t be confused with inbound or outbound digital marketing strategies. In the case of these social media categories, we’re being a little more straight forward than that.

    An outbound social media marketing strategy is what most who believe in social media want to achieve. They feel that social media is a venue through which to reach people, communicate, improve branding, and expose the company’s messages. Its goal is to be aggressive and take advantage of the fact that the masses are using social media regularly. In many cases, customers are spending more time on social media than any other digital activity.

    An inbound social media strategy is very different from a pure inbound marketing strategy. It can be viewed as a defensive posture, a way of covering social media without much time or effort. It’s about checking off the social media task box. This is the type of strategy that a business should employ if they either do not believe in social media as an appropriate marketing venue or they do not have the time and/or budget to put a true effort towards an outbound strategy.

    Let’s take a look at each strategy in more detail.

    Outbound Social Media Marketing

    This is an “all in” strategy. It focuses on the beliefs that lots of people are on social media, that sites like Facebook have the data that can be used for hypertargeting them with the right messages, and that either ideas or website clicks can be driven through an aggressive advertising component.

    In the case of car dealers, for example, social media offers a venue to target people who intend to buy a certain vehicle in the near future. By taking advantage of this data and putting the right messages in front of them, dealers are able to pull people in from social media sites onto landing pages on their website.

    To do it the right way requires an investment. It can take time to craft the messages, monitor the profiles, and participate in conversations. It takes advertising dollars to get the message out to the right target audience. Social media in general and Facebook in particular is a pay-to-play model. The old concepts of organic reach are dead.

    Inbound Social Media Presence

    You’ll notice that I did not call it “marketing”. With an inbound strategy, a business is simply creating and managing a presence so that they are there without putting in much effort. It’s not a defeatist strategy by any means. For many, they have not found the benefits of social media or they’re not ready to invest what it takes to have a strong marketing strategy, so they simply get their social media covered.

    This is important because people will visit your pages and profiles. Most businesses have buttons that lead to their social media profiles right there on their website. The search engines will often rank social media profiles and pages high on search results for the business by name. Making sure that your pages have an ongoing flow of content is important while not being too time consuming or expensive.

    It doesn’t look good when people visit your social profiles and they haven’t had anything added to them in some time. It’s even worse when people are going to these profiles to converse with you or to leave a comment (such as a review) and it goes unnoticed. In extreme cases, Facebook pages can be “hijacked” by spammers leaving their links to unrelated pages. When this type of spam is found on a page, it can be worse than an embarrassment.

    Why There’s No In-Between

    Some will balk and say that there are ways to have a good marketing strategy without going all-in. They are wrong. The benefits of a toe-dipping, low- or no-budget strategy that is trying to do more than establish an ongoing presence are no greater than a purely defensive inbound strategy. In other words, you can spend very little time and money on a basic inbound strategy or you can spend some more time and a little money on an attempted lite marketing strategy and the end results will be the same.

    The gap between a basic presence and a “good” presence is minimal. However, the difference between a “good” presence and a full-blown outbound strategy is huge. If you’re not going to go all-in, then you should focus on having a good presence rather than trying to work in a little marketing. It’s a waste of time and money to go halfway. Either invest into it or keep it simple. There’s nothing wrong with either strategy; they both have their benefits. Trying to be there in the middle, not quite bought in but more than just covering the basics, is a limbo that yields nothing more than keeping it all inbound.

    It’s a lot like poker. On some hands, you’ll play it tight, particularly if you believe your hand is weaker than your opponents. On other hands, you’ll play aggressive, even going all-in when the time is right. The fish in the middle who are trying to tiptoe through hands are the ones that end up losing their chips the quickest.

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