Social Media Marketing For Dummies, 2nd Edition

Tips and Tricks for Website SMM

Follow these steps to enhance your website’s social media potential. Many of these tips and tricks may seem small, but time and again, we’ve seen them directly impact how a potential customer views a brand on a website. Keep in mind that some of these tips may require significant organizational change to bring them to life.

Aggregating information for your consumer

Social media has empowered consumers to form stronger opinions and express them more broadly. More people are blogging, commenting, and rating than ever before. Approximately 120,000 blogs are created every day. These contributors provide a rich base of knowledge for other consumers to use while making a purchasing decision. Consumers who tap into these blogs know more about your brand than you probably do. Rather than trying to control the message, serve as the hub and the aggregator of all information regarding the brand. Let your website become the amphitheater for the conversation. Even if the conversation is negative, you win over the long term, as Chevy did with its Tahoe campaign. The user-generated advertisement contest resulted in 629,000 visits to the website, and Tahoe sales took off.

Articulating product benefits better

A recent study (2011) by Lightspeed Research as reported by eConsultancy, showed how important customer reviews are to the purchase of a product. They found that between one and three bad reviews would deter 67 percent of the survey sample from purchasing a ...