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Things to Consider When Developing a Social Media Marketing Strategy

July 14, 2011 by  

Just about every marketing expert can lay a viable claim as to why they should be the ones behind a client’s social media marketing campaign. The copywriter wants to be the social media “voice” because they are the ones responsible for the content and want to keep the style similar. The PR manager says they should manage the social media accounts because they are used to dealing with the public, and social media is nothing if not public. As Boston SEO professionals, we are no exception. We know that social media and SEO are getting more and more entwined every day, and we want to make sure our clients are properly leveraging their online activities.

Here are few things to consider when trying to find the right “voice” for a client’s social media marketing campaign:

Will the brand identity merge with the person’s name?

I’ve built my business on the promise that I will work directly with each and every client when planning and implementing their SEO campaign. My name IS my brand and therefore I have to be the one behind it. When you are working with a client to develop a social media marketing campaign, are they likely to run into a similar problem?

Will this person be with the company 5 years from now?

Just like we recommend to our Boston SEO clients that they use a real employee’s name for their content marketing strategy and blog commenting, they must sometimes use a real name for a social profile. There might be a corporate Twitter account (@CompanyName), but let’s say VP of Marketing wants to get his own following started. Would it be better to create a @CompanyNameVPMrktng Twitter account, or use his name to leverage his reputation? While having his name and reputation associated with the company might be of use now, what happens when he leaves the company? He takes his Twitter account and all the work you put into developing it with him.

How personal will the accounts get?

I do not share personal information on any social profile. Even my Nick Stamoulis Facebook account is strictly for business. I have personal friends that have actually defriended me because they are sick of seeing my company blog peppering their newsfeed. They ask me when I’m going to post a photo of my family and I tell them “never.” When setting up social media accounts for your Boston SEO clients, you need to know how they are going to be used. Is the VP of Marketing only going to be Tweeting about corporate and industry topics, or is he going to be posting photos from his kayak trip too? When developing a social media marketing strategy for your clients, you need to outline exactly what the accounts are to be used for.

About the Author

Nick Stamoulis is a Boston SEO consultant and President of Brick Marketing, a full-service SEO services firm.

Contact Nick Stamoulis at 781-999-1222 or nick@brickmarketing.com

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