Social media is something we can’t live without these days. If you own a business or a website, you’ll have heard all the hype about how important social media marketing is in gaining that intangible and in large part immeasurable, social presence.
But what exactly is social presence? How important is it really? And what are the different types of social media marketing which can benefit you and your business?
Understanding Social Presence
The problem with most social media newbies is that they think they need to be using every social media platform on earth in order to reach out to the online world. But if you have one Social Media Executive and seven different social platforms which all need time and resource, should you water down your capacity or should you have a more targeted approach.
Social presence can help your website’s SEO by highlighting to Google Panda that your company or business has been mentioned across other sites (even without a live link). But when it comes to SMO, it’s not all about search and traffic or even focusing on conversion. It should be about getting your brand name out there and all that fluffy marketing stuff too.
Different Types of Social Media You Can Use
When it comes to social media marketing, it’s about choosing the right platforms for you. If you agree that it’s better to have one very high quality site than ten low quality sites which will all eventually face penalisation (and that will happen with Google algorithm updates) then you could apply a similar —– to social. So what are the different platforms out there and how can they benefit your business?
- Blogs – the blogosphere is a complex network of writers, wannabe writers, social nerds, experts, enthusiasts and industry specialists. Within the blogosphere, you will find smaller communities and tributaries or people grouping together in their shared interests. If your business has a dedicated community in the blogging world, it’s important to tap into this. Not only that but blogs can drive traffic to your site.
- Social Networking – this is usually what people are referring to when they talk about social optimisation and social media management. Over the years, social networking has grown into such a big part of what we do that the Social Media Executive position has emerged as new and exciting role within businesses. Now networking happens across a number of different sites – back in the day it was MySpace – today you will find networking opportunities on Facebook, Twitter, LinkedIn, Google+ and others. This is where you interact with people, your customers. Social networking is a message focused and interaction focused kind of social marketing and this is where you would expect to launch big campaigns or competitions, driving interest around your products/services.
- Video Sharing – video sharing is a great tool for getting virality for a campaign. Big companies are known to use videos to inspire and provoke emotion through the moving image but there are ways that a small firm can use video sharing to their advantage. YouTube is the biggest platform for this and to be able to create successful, sharable videos, it’s important to establish the purpose of the video. Informational? Tips and advice? Step by step instructions? Inspiring? Artistic? Or brand awareness? What is the action you want to viewer to take (if any)?
Amanda Revie writes for the WebMarketing Group, a leading search engine optimisation and social media marketing company based in Leeds, UK