Social Media Business

Step 7: Improve the Community’s Benefits

Marketing to the social web is a journey, not a destination. It’s a hike, not a camp out. It’s a work in progress, not a statue cast in bronze. It’s a . . . but you get the idea. You have to continuously improve the site and its value to the community. If you don’t, you’re liable to be MySpaced the way Friendster was. What about Friendster?

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Step 6: Promote Your Community to the World

promote your community at worldBecause there are a bazillion websites on the Internet, how do you get people to visit yours? What if you invited a community and nobody came?

Clearly, you have to promote your community just as you have to promote a new product or a new service. Compelling content is only the beginning. You have to use the social media to get people talking so they’ll come to your community and get involved.

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Step 5: Measure the Community’s Involvement (Who, What, Where, When, Why, and How)

Measure the Community’s InvolvementDo customer communities pay off? Throughout this section, I’ve argued that marketers must aggregate communities to reach and influence groups of people who share similar interests, concerns, or behaviors (or all three). This is not so different from the way companies currently define and segment their markets, except that they usually use demographics, which is a very crude tool for identifying prospective customers.

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Step 4: Engage Communities in Conversation (also helping to spread the word)

Engage Communities in ConversationUp to this point, you’ve observed the field and created a customer map, recruited community members, and evaluated online conduit strategies.

Now it’s time to plan to engage your community (or communities) in conversation.

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Step 3: Evaluate Online Conduit Strategies (And Don’t Forget Search)

Evaluate Online Conduit Strategies (And Don’t Forget Search)Who do you want to reach? What do you want to say to them?

Those are the key questions to think about as you plan your conduit strategies—your plan for using the social web to reach your target audiences. The big four conduit strategies are reputation aggregators, blogs, e-communities, and social networks. And don’t forget search, for the simple reason that you want people to find you.

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Step 2: Recruit Community Members with a new Toolbox and Your Own Marketing Skills

marketing: recruit membersDoes this sound familiar? “We tried a podcast . . . a microsite . . . a webinar, but nobody came. It was a waste of time and money.” It’s a complaint I often hear when I talk to executives about marketing to the social web. Even when you observe what people are saying online about your brand and company, even when you map the various communities you want to attract, you can’t just create an online presence and put out a sign saying: “Here we are.”

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Build Your Own Customer Community. Step One: Observe and Create a Customer Map

build your customer communityMarketing to the social web is increasingly important, but is it right for you and your customers? To avoid the “build it and they will come” syndrome, you have to do your homework, build a solid foundation for your community, and get a dialogue going. So this section is all about the seven steps and four platforms you need to harness the power of marketing to the social web.

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Here are four goals that every company should measure on social media

social media globeYour social media activity is improvised? You do not know what to take?

The term "Social Media ROI" is often used at random, but in fact it is known that it is very important to our business!
But where to start and how right place himself in the online measurement of our overall business objectives?
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The analysis tools used by the Social Media Manager for monitoring

analysis tools for monitoring social mediaThe audience of social media has grown exponentially over time, becoming in effect a new universe of prospects to explore. As a result of this, even the measurement and tracking of social media is now essential for the identification of revenue (direct and indirect) associated with users of social channels.

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