Our marketing team is expert at building out social network presence on all social networking sites (Facebook, Twitter, G+, LinkedIn, etc.) while taking into account any existing efforts. Social media has become an extremely important tool for branding, customer engagement, and lead generation.
Social Media Management:
We consistently update client social network pages with relevant content while monitoring customer/follower interactions. This can be daunting in itself and if there is also a paid component that must additionally be monitored and managed much like any other PPC camapaign.
Social network content must be consistently refreshed for pages to maintain relevance and traffic. Our copywriters are skilled at modifying raw content (promotional, blog, etc.) into relevant social media content.
We emphasize the social aspect of social networks for all of our clients insisting on setting up solid business rules for how follower interaction should be handled positively. Those people that are willing to actually engage through social media positively and even negatively are generally the most important customers.
Position and Quality Monitoring:
Social media is about popularity so we constantly gauge our clients against competitors to see how we might improve. Additionally all content produced by followers or client stakeholders needs to be vetted and reviewed for appropriateness and brand consistency.
Social network content is a time consuming process and we are happy to undertake every part of it for our clients. However, in many cases due to a more intimate knowledge of the brand, our clients opt for our consultants to provide education and create business rules that allow for many aspects of management to occur in-house.
Paid social network advertisements typically follow a fairly traditionally PPC strategy. Our search engine marketing team has been cross trained and with over ten years’ experience providing pay-per-click service we have also found success for our clients on social ad publishers.
Paid social network advertising is a new medium so we advocate advertising where it is effective, not where it is popular to do so. Through testing and analysis we determine where our clients should spending advertising dollars.
Integration with Digital Channels:
Social media works best when it relates to your other marketing efforts so we always advocate as much cross-channel integration as possible. Whether we manage other services such as email marketing, SEM, etc., or not it is important that our work reflects those channels for our clients.
Integration with Non-Digital Channels:
Integrating and accounting for different mediums totally outside of digital marketing is also extremely important. For example, television driving users to Twitter and Facebook and vice versa has been a very popular marketing technique in recent years.
We consider tracking effectiveness to be a hallmark of digital marketing in general and social network performance is no different. There is a great deal of functionality through the networks themselves and additional robust tracking, such as true conversions and revenue, can be applied with our preferred tool, Marin Software.
Careful monitoring of page content is key for fostering positive interactions and brand image. We both directly monitor pages and also help clients to build internal processes to handle this type of monitoring.