- Specialize your marketing strategy for each specific channel. Trying to cram the same message you’re sending in a TV ad through Twitter is a recipe for disaster. Research how your target market uses each channel and fit your strategy to them. If you’re customers like to get regular, frequent updates from you on Twitter, but prefer Facebook for their personal social life, don’t post every tweet you make to your Page’s wall.
- Be where your target market is. Posting videos to YouTube is fruitless if your target market never visits the site. Analyze which channels your customers spend their time and focus your attention there (hint: it’s not just Facebook and Twitter). Find out the hobbies and interests of your customers and make yourself visible in online communities that cater to them.
- Present yourself as an authority in your specialized area. Give advice and opinions on matters and problems common, or brand new, to your target audience. When they see that you are someone who can be counted on and trusted to provide proven advice they will be more willing to buy your product or service.
- Join the conversation. Social media is a cocktail party. You don’t enter a party and exclaim to the entire room that you are Wishpond and you want everyone to be your client; they’ll look at you like your crazy. In social media, as in a cocktail party, you create conversations with persons or groups, find out what they do, what their problems are, and see if you can be a solution for them.
The formulation of your social web presence is as important as that of your press release. At its core it is pure public relations: Interaction with your target audience in a highly visible forum. This being such a broad area with many different channels and options I’ve started with four generalized tips that can be used across all mediums, locations, and markets:
