Social Media Marketing Resources

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By looking at your company's readiness in conjunction with your market, your competitors, and your buyers, you'll be able to determine what the potential is (or isn't) for social media. What's more, you'll be able to assess where you should be diving in, or what's a realistic starting place.

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Should your company should start a blog, open a Facebook account, or be on YouTube? Start by taking a giant step backward and assessing the social media landscape as it relates to your market, your buyers, and your competitors. Here are three key factors to consider.

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Considering the stakes, it's no surprise that the online sales channel is becoming increasingly important to the bottom line of top-shelf brands as consumers of luxury products and services continue to demonstrate their willingness to spend as much through commerce-enabled Web sites as they do in stores. Despite this trend, many luxury brands continue to separate their online and mainline marketing efforts, confusing customers with disconnected messaging and missing golden opportunities to cross-support expensive marketing initiatives. What few realize is that the best experience—the experience that the customer wants—results when all channels work together and complement each other. Here are some guiding principles to help brands achieve this goal.

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Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral sensation. But for every successful viral effort there are countless attempts that totally miss the mark. Here's where David Meerman Scott comes in. Scott understands why ideas spread in a Web 2.0 world, and he educates his clients on why the "old school" rules of PR and marketing are totally irrelevant in a time of content-sharing on YouTube and Twitter.

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As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible.

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Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today.

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When Bob Lutz of GM or Jonathan Schwartz of Sun set up their blogs, they probably didn't worry too much about the review with Legal. But how does, say, a midlevel corporate marketer or product manager set out to create an "official" blog with the sanction of Legal?

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Today we discuss some SEO tactics that may or may not be Black Hat, and how to deliver a dope smack to commenters who don't add to the conversation. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front.

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Here's the story of how Best Buy built an internal social-networking forum for its 140,000 employees, and how its original goal to get more information about customer likes and dislikes through the sales associates on the floor morphed into something else entirely.

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If the Internet community didn't know its place in politics back in 2004, it certainly does today. Its "place" is to engage and educate us, promote candidates, help with fundraising and more... all through the use of new social-media tools that are increasingly vital to a candidate's overall marketing strategy.

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Despite all the talk, the mainstream media coverage, the conferences, courses, and books on social media marketing, there's quite a bit of ambivalence, fear, and (sometimes) outright hostility directed toward social media by CMOs, CEOs, and CFOs. All of this leads to the dreaded "we just want to stick our toe in the water, and see what this stuff is all about" and "we want to do a small, low-budget social media project and track the ROI."

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Marketing with Twitter, Google Docs for SEO, who the Connectors are and why you need them... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics as well as what's new on the technology front.

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Are you LinkedIn? Do you Spoke, Ryze, Jigsaw, or ZoomInfo? In 2008, will you get a Second Life? If these social-networking concepts are not on your radar, you are ignoring a dynamic trend that could have a profound impact on key areas of your business, such as revenue growth, talent acquisition and development, and operational efficiency and effectiveness.

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Learn what Metcalfe's Law has to do with marketing and networking, hear some best practices with PURLs, and why January is Tech Geek Nirvana. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front.

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In the face of mounting competition and hype from rival networks Facebook and MySpace, LinkedIn has stayed true to its mission of creating a network for business professionals. I've been a member of the service for years, but until recently it had not had the critical mass necessary to get traction. Over the last six months, however, I've seen a flood of people using the service to connect professionally. As I said, LinkedIn doesn't pretend to be MySpace or Facebook. The design is clean, but a little stark, and it could use a little more personality to make it more engaging. In this video tour, I focus on what LinkedIn does well within its network and how you can apply the same logic to your own community.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

There's a new air of excitement behind the mobile Web. Initiatives like Verizon's recent announcement to open their network, Google's Open Handset initiative, new wireless auctions, and the iPhone have energized users. For the intelligent marketer the question must be, "Is mobile the right medium to reach my constituencies?"

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Work of any kind requires an understanding of the appropriate tools for the job, and social media is no different. Here are some suggestions for a starter set of social media tools. The actual applications will change, over time, because technology tends to do that. But the basic functions should evolve a little more slowly.

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Customer conversations are everywhere today—social networks, blogs, forums, and other social-media outlets. These are unbiased, unfiltered interactions that can deliver rich information about how your customers talk about topics that are relevant to your company and brand. Though it would be nice if people were to use your company's messaging in their everyday interactions, the reality is that for the most part they don't. Social SEO—tapping into how they talk about you and your industry so that you can determine how they will search—is the most effective and foolproof way to master that art/science/guessing game of picking keywords.

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Whether or not you completely understand social media or social networking sites, the one aspect you must understand is that they are going to change the way businesses advertise. Facebook, in particular, is constantly evolving and improving its users' experience with new features and applications. As a result, Facebook is trying to change the way businesses market and advertise their products and services to potential consumers.

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What do you get when you combine video, social networking, micromedia, and a very savvy French entrepreneur? You get Seesmic. Seesmic is a social network where the primary content is video. Users record video, post it to the site, and other users reply in video. It's new and it's red-hot. It's also a glimpse of the future.