The Art of Digital Marketing

Chapter 7Social Media Marketing (Part 2)

An Introduction

From a customer's point of view, social media is an awesome way to connect with people she already knows—and to connect with people or businesses she wants to know. As a digital marketer, you need to use this curiosity to drive your business without approaching customers in an obtrusive way. While social media is a playground where people can flit between discussions and encounter great deals and offers on their own terms, your job is to deliver content that your target audience wants to receive, which will be of great benefit to them—and even better benefit to you.

Implementing an effective social media strategy for your business is imperative to the success of a social media campaign, and the only way to build and sustain relationships with customers is to listen to them.

Process

Chapter 6 gave you the lowdown on the first two stages of the SMM iterative process, as shown in Figure 7.1. This chapter will keep the wheel spinning so that you will have complete knowledge of the third and fourth stages:

1. 3. Implementation. Being engaged with your customers on social media platforms such as Facebook, Twitter, and LinkedIn will keep customers interested, but don't just be the best friend—be the mentor who will know what your audience wants in advance, by planning and scheduling content. In this stage you will learn how to set appropriate goals for your chosen social media platforms and to create and manage your campaigns ...