Social Media Strategy: Learn

Lorna Li 6 Steps for Creating a Social Media Marketing Roadmap does an excellent job describing what social media is and what it can & can’t do so I’ve cut & pasted below.  Keep in mind, however, that although her descriptions provides a great overview, the only way to truly understand social media is to participate, first, by listening, second, by engaging in the conversation.

Please note that the following comments are taken directly from Lorna Li’s post: 

What social media is:

The best way to look at social media is to view it as one of many Internet marketing channels, one that has the amazing power to go viral. In the very least, it has the awesome ability to engage your audience in meaningful conversations about your product, issue areas, company, and brand.

The social media marketing umbrella includes sites that are both Web 2.0 and Web 1.0 – basically you want to be anywhere that enables discussions, sharing, and user-generated content (UGC), such as:

  • Blogs and Forums / Discussion Boards
  • Consumer Review Sites
  • Social Networks / Online Communities
  • Social Bookmarking Sites
  • Social News Sites
  • Social Music Sites
  • Video and Photo Sharing Sites
  • Wikis

What Social Media Can & Can’t Do

Social media can engage your audience, encourage online conversations that are user-generated, increase your web presence, expand brand awareness, generate publicity (both good & bad) and provide SEO benefits. It doesn’t convert.

For most marketers, social media has no ROI but is great for:

  • Brand building
  • Relationship management
  • Product development
  • Reputation management
  • Customer interaction
  • Customer feedback
  • Customer support
  • Community building
  • Defensive SEO – Yes! Bury your bad press with positive UGC
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