The Everything® Guide to Customer Engagement by Linda Pophal

Author:Linda Pophal [Pophal, Linda]
Language: eng
Format: epub
Publisher: Adams Media

Effective Tactics and Strategies

It’s difficult for many people, even those in the marketing world, to get their arms around strategy. Some effective social media marketing tactics often include elements such as these:

Track your leads from social media by tagging your URLs.

Sponsor user-generated content contests.

Have a pin of each of your blog posts on your Pinterest account.

While these may be effective tactics, they are not strategies. And that’s the problem with much of the social media content on the web today. It’s an amalgam of presumably “good ideas” promoted and perpetuated by those with good intentions, but presumably without a solid strategy. Developing a solid social media strategy involves the same steps as developing any other communication strategy. These steps include the following:

Know your audience. Know whether they’re on social media, which channels they use, and how they engage with those channels.

Know your competitors. What are they doing? What’s working and what’s not? Who is engaging with them, and in what ways?

Define what success means to you. Certainly success is not about number of followers. But then, what is it about? Number of leads? Number of flow-through purchases tracked through your website?

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