Social media marketing for the big and the small…

You know what is great about social media marketing?  You can do it successfully whether you are a multi-billion dollar organization or a small mom and pop style grocery store.

  • For the mom and pop store, it allows you to seem bigger than you are.  You know, what having a cool website did for you about 10 to 15 years ago!
  • For the large corporations, it allows you to become smaller.  I know what you are saying…”what? Seem smaller?…Why would I want that?”  Ah, grasshopper, the reason is community and relationships.  As companies grow, their line of sight to individual customers narrows to something that you need a telescope to see.  So, by actively listening and then engaging in social media platforms, large corporations can get back to the one-to-one marketing they used to do when they first started out.  It makes a difference…really.  Just ask Starbucks!
 
A mentor of mine, Dr. Bret Simmons, posted a question on Facebook asking about how conducting social media marketing would differ (if at all) for a company in a metropolitan area than for a company in a rural area. My short answer to this question is:  it really shouldn’t be any different…that is the beauty of social media!  
 
The only difference in social media marketing in a rural area versus a metropolitan area is reach.  Because rural areas tend to have fewer options when it comes to internet connections and fewer people in general, the reach you will get with your social media marketing efforts  in a rural area will be much smaller than in a metropolitan area.
 
One point to be made about social media marketing…it cannot be done in a vacuum.  Your social media marketing campaign has to be:
  • Integrated into your company culture:  You can’t say one thing in social media and then do another during the purchase or post purchase experience.
  • Integrated into your marketing campaign:  To get through today’s clutter, you need to integrate your social media into an integrated marketing campaign.  So, combine your social media efforts with your direct mail, advertising and digital marketing efforts.
  • Fully emersed:  You can’t just do a couple of tweets and expect the world to come to your door.  You have to consistently be there and engaging with your community.

So, how are you integrating your social media marketing efforts into your customer service efforts and your marketing campaigns? 

Happy Marketing!

 
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