MediaVision Blog : Search Engine Marketing

The benefits of a good social and viral marketing campaign, which often go hand in hand, is priceless; there is no questioning that. Where the questions start, however, is when marketers try to pursue a social/viral marketing campaign that works well. Answer: be honest!

You might have heard of the blog, “All I want for xmas is a psp”: it was a fake blog set up by Sony, where two teens were trying to get others to promote their wish for a PSP. Imagine the surprise of the online community when they found out that the authors where actually actors employed by Sony. Now imagine the backlash of brand bashing Sony received. You don’t have to because it happened. The online community is not “slow” and if they find out a company is trying to fool them through social media there will always be consequences. The bigger the company, the more fun the community will have by bashing it. The safest way to run a social marketing campaign is to be sincere.

Get involved in the top social media sites like Digg, StumbleUpon, Mixx and many others, to understand what makes a good piece of viral content. You learn what works when you are exposed to the stories, headings and content that works. When you’re finished reading the articles, make sure to leave substantial comments that ask questions or give different opinions, so you can interact and engage with the community. A good start when getting involved would be to join MyBlogLog, as it’s a great way to find fellow bloggers with similar interests. Ensure that you have a unique picture and name that catches the eye, and don’t constantly change either of these because they are how you will be remembered.

Not everything you try will become a great piece of viral material, but at least you get your name (and picture) out there, and if you are seen often enough, you will become a trusted member in the community. That’s if you don’t push the product or service you’re marketing too hard, as there is no bigger turn off to social media users than advertising in content. Keep it light and away from the topic of buying or selling products. Instead of writing and promoting your client’s products directly, rather take an indirect, round about approach. For instance: you have a client that sells chocolates, now instead of writing an article about how incredible your client’s chocolates are, write an article on the top gift ideas for Valentine’s Day. Timing is also crucial here, as it’s pointless to write an article about gifts and Valentine’s Day in June.

This brings me to my next point; keep track of what’s going on at all times. Social media has a lot to do with timing, and people follow current events, which doesn’t leave any space for you to lag behind. I find it easier to keep up with current news if I read about what I enjoy. That way, I can also give my (valid) opinion on the topics.

Social marketing is just one strategy that can bring numerous results, but shouldn’t be relied on solely because no one can guarantee it will work. It’s a very volatile form of marketing, and if you’re not a “real” community member, others will see through it. Social marketing can’t be guaranteed and shouldn’t replace SEO or PPC. It should be worked in alongside an existing marketing strategy.