Last week we outlined the first 5 of our 10 tips for launching your social media marketing strategy (read the full post here). Here are tips 6 – 10 for supercharging your email and social strategy:
Create specific content for the people most likely to share.
We talked about Power-Sharers in last week’s post. Once you identify who is sharing your content (and what kind of content your Power-Sharers are drawn to), you can start crafting campaigns expressly for this audience of amplifiers. The objective of these campaigns? To encourage the recipient to spread the word across his or her network. So craft your messages accordingly and you’ll likely see your content on Facebook walls, referred to in tweets, and making the rounds in LinkedIn groups.
Sharing is like shopping.
Think of “share this” in the same way you think of “buy now” links. Make it obvious, simple, and remove all obstacles and unnecessary steps like you would in an online shopping cart. Integrate a one-click way share your content in your message header, sidebar or footer using a “share this” button or the familiar social networking site icons. To make it even easier, put the icon(s) in the same place for every type of shareable message you send – so recipients know where to look when they are struck by the need to share the content.
Don’t share this.
Not everything you send via email is necessarily appropriate for sharing — or meant to be shared — on social networks. For example, an event registration receipt with a recipient’s personal information and payment details is not something s/he would share on their network. So don’t ask them to. Slapping a “share this” icon on everything you send can be counterproductive – instead of promoting your social savvy, you may come off as an organization that doesn’t understand social networks, undermining the rest of your social efforts in the process.
Seize Sharing opportunities when recipients are most engaged.
Even if the receipt example above is the wrong kind of message to share, catching someone right after they’ve registered is exactly the right time to take advantage of an attendee’s commitment to your event. Let’s continue to use the reciept example. Making a confirmation email share-worthy can be as simple as rewording the message to read: “Congratulations! You’ve just registered for the Annual Summit, October 12-14 in sunny, surfy San Diego. In between Margarita Hour at the opening and the popular Roundtable Recaps that close the show, you’ll enjoy keynotes from industry leaders…” Imagine the impact on your marketing if a message like that spread across Facebook news feeds in the weeks leading up to your event.
Most social networks allow their users to plug RSS feeds in easily, allowing a Twitter account (which is RSS) to act as a regular status updater on Facebook, or for a blog (again, RSS) to automatically show up as a new link on a wall or within a group each time a new post is published. If your email provider already integrates with RSS, you’re more than halfway there. If not, consider re-publishing your emails onto a blog or another platform that generates a RSS feed. Publish these feeds onto your organization’s Facebook page, LinkedIn group or Twitter account. You can also promote these RSS feeds to your recipients (particularly to your Power-Sharers) and give instructions on how to add them to their own social network accounts to update automatically.
You can’t treat social networks like you treat email, but you can approach them like you approached email many years ago: take a long view with a strong analytical bent, and work hard to identify the unique features of this powerful and rapidly growing channel. The conclusions won’t be the same as they were with email, but the process of learning and mastering the channel is.