As social media becomes a bigger part of our everyday lives, marketers and brand managers are finally getting it right when it comes to combining a message with the appropriate social media channel. In the past few weeks, I have seen a lot of really great examples of messaging with the appropriate channel, like Kraft’s “cheese jinx” twitter campaign. Unfortunately, for every appropriate channel use I find two inappropriate uses. Many brands spend too much time focusing on the message and forget about the usability of specific social media outlets.
Below is a break down of what types of campaigns best suit each medial outlet and how you can leverage them for your brand message.
Crowdsourcing is a new trend sweeping the internet. Crowdsourcing is the process of encouraging multiple minds inside and outside of a company to work on a common task. Facebook is the best platform for initiating a Crowdsourcing conversation. If you are working on a project for a client, be transparent about it and ask your fans to add their two sense, let them be a part of the magic you do every day.
If you don’t have a blog yet, you should consider getting one. Linked in is a great place to showcase your unique perspectives on industry norms and trends, to express your unique point of view, and challenge your network to think differently.
Twitter is a great place to recognize and reach out to potential customers. Twitter’s list function allows you to create a hotlist of potential clients. A hotlist is a list of perspective clients that you would like to gain an introduction to, but have no connections in common. Follow these people and add them to a list. Once a day patrol this list to see if there is a jumping point for a conversation. If they mention an award they won, congratulate them. If they shared a great article retweet it to your fans.
It is all about communicating the appropriate message through the appropriate channel to encourage a conversation. It is more about pulling your network into your online conversation than pushing out a campaign to your network.