Social Media Marketing In A Nutshell

Fundamentals of Social Media Marketing is a tutorial series which teaches you how to utilize the power of social media channels to get more exposure, supporters and customers for your site and business. This is the second article in the series. I previously talked about the importance of social media marketing and I reckon most of you are interested in learning how to use social media to your website or business’s advantage. So let’s get started.

First of all, we’ll take a look at the central concept which should underlie all your social media marketing efforts. Understanding the big idea behind social media marketing is crucial because it gives you the building blocks you require for guidelines and procedures which drive action.

Let’s begin with a brief introduction to social media along with an analogy which explains how social media marketing should ideally work for any website.
An Introduction to Social Media: What is it?

The meaning of the term ’social media’ can be derived if we examine both of the words which constitute it. Media generally refers to advertising and the communication of ideas or information through publications/channels. Social implies the interaction of individuals within a group or community.

Taken together, social media simply refers to communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool. Wikipedia has a general definition of the term:

Social Media is the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers.

Social media uses the “wisdom of crowds” to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs,wikis, podcasts,pictures, and video.

Social media is made up of user-driven websites that are usually centered around a specific focus (Digg = news) or feature (del.icio.us = bookmarking). Sometimes, the community itself is the main attraction (Facebook and Myspace = networking).
Think of Social Media Channels as Attention Funnels



People gather together to use social media. They are usually segmented by their choice of a community, their interests and the way they use the social site/tool. Natural peer recommendations, editorial links or paid advertisements on social media sites will send you interested individuals and potential customers.

Think of these social media channels as funnels, pipes with a wide conical mouth and a narrow stem. The purpose of a funnel is simple: to enable liquid or substances to flow into containers with a small opening. They facilitate access and movement.

Your website is the container. Most visitors enter through the wide topical lens of social media channels and exit them to reach your narrow-focus website. Example: someone searches Youtube for yoga videos, finds an original video you uploaded and notice the URL to your yoga site. They click through and visit your site.

Some social media communities may have the exact topical focus as your website and they can be used more overtly as funnels which faciliate lead acquisition and permission marketing. Example: Create a contest tailored for the social community or be an official sponsor. Participants register for the contest, giving your company the permission to contact them for future messages/initiatives.

All social media funnels are fueled by your proposition, your bait, your attention magnet; things that captivate interest and pull visitors into the heart of your site. You are responsible for the evolution of visitors from a mere prospect to an engaged opportunity (interested reader) and possibly a closed sale (loyal supporter).

Apart from the proverbial purpose of getting traffic and attention for your website. Social media marketing also involves the process of promoting and spreading ideas among targeted audiences. SMM can also be used as a calculated tactic to nurture feelings or goodwill towards a specific event/website or business.

Remember this well: social media marketing is not merely about hitting the frontpage of Digg or any other social news website. It is a strategic and methodical process to establish your influence, reputation and brand within communities of potential customers, readers or supporters.

And this is what social media marketing is in a nutshell.

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STRAIGHTALK
Norman Flecha

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Social Media Marketing in a Nutshell

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