Social Media Marketing: An Hour a Day


Part III: Chapter 08 “Build a Social Media Campaign”

You've worked through the issues that drive social media and its acceptance by the people you want to reach. You've seen how you can use it to complement traditional and online channels. You've looked at the tools available to help you get ready to use it. Chapter 8 provides a quick dive into your emerging social media plan: Chapters 9 through 12 back it up with detail and channel specifics.

In this chapter, you'll develop a framework for your social media marketing strategy. You'll work through exercises designed to show you how to properly participate and influence the conversations that others use when evaluating your marketing claims and messages. Note that while traditional and online media are planned and controlled by you, your agency, or PR firm, social media is generated and controlled by participants.

  • Social media is most different from traditional media in that it lacks the option to force an interruption: Your message has to be invited in.
  • Social media is fundamentally measurable.
  • Social media can be organized as follows:

    - Platforms: This includes social networks along with white-label community and forum applications.

    - Content: This includes ratings, reviews, photos, videos, podcasts, and similar content that is created and shared on the Social Web.

    - Interactions: This includes the little bits of information that flow around through feeds, email, and SMS that tell participants what is going on across the Social Web.