Social Media Strategy: Finding the Right Balance Social Media Marketing | January 25, 2012 | By The Brainchild Group

Social Media Marketing - Content Sharing

If you were sitting on a seesaw across from one of the world’s largest sumo wrestlers, the one thing you’d wish for is balance. Social media marketing requires the same mindset.

It’s important for companies to solidify their social media strategy and determine the correct balance. In essence, what should be shared and how often?

The goal is to choreograph a robust social media marketing approach that provides an all-inclusive experience for your digital friends. Information posted on social channels should cover a variety of topics and needs to shy away from self-serving messages, which is where finding the right balance comes into play.

Every company that uses social media for marketing purposes has the urge to pump out thousands of tweets mentioning their products, but that will make followers run for the hills. Odds are people can’t make purchases while running, and Internet connection in the hills is sketchy (I know from experience).

The ultimate goal is to engage social media users with a blend of updates. The mix isn’t fixed, and varies from market to market. Using Twitter as an example, out of 100 tweets, I suggest:

40% Blog Posts – Social media is all about sharing information, learning, and connecting with people from around the world. Helpful, interesting connect is the best way to inform consumers while building a level of trust and authority. Simply said, don’t tell someone to buy a product; teach them why they should buy it and let them make an informed decision.

30% Replies – To jump in the social media ring and come out on top, you need to build mutually beneficial relationships. Show others you’re as interested in them as they are in you. Have you ever known people that talk about themselves 24/7? It gets old really quick. Reply to what others are sharing and provide positive feedback to spark conversations.

20% Pass Along – As another way to promote a sense of community and build relationships with influencers, it’s important to pass content along. If someone you follow posts a great article on Twitter, re-tweet it. By supporting others, they’ll support you.

10% Self-Serving – The last thing you or anyone else should do is give off a pushy, self-centered vibe. By keeping self-serving messages to a minimum, social media will do its magic. After all, it’s social media.

Take some time to review and possibly re-think your social media strategy as it will pay off in the long run. I hope this post has been helpful and may the marketing force be with you.

Aaron Schoenberger
The Brainchild Group

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