subject: Take Your Marketing Above and Beyond [print this page] Take Your Marketing Above and Beyond Take Your Marketing Above and Beyond
Many organizations look to social media with the hopes of magically reducing their marketing budgets. They dream that all they need to do is create a cool YouTube video or Facebook contest and suddenly their message will go viral - mission accomplished.
Unfortunately, for every viral campaign that worked (like the Mentos/Diet Coke videos or internet-born star like Justin Bieber) there are literally millions efforts that did not. This equates to millions of blogs, Facebook pages and Tweets that go unnoticed, unread and unloved.
If it's so bleak, then what's a marketer to do?
A good rule of thumb should be that you shouldn't approach your social media efforts with the attitude of 'what's the least we can do?'. Your audience will spot the lack of effort you put into your blog. They'll notice the unkempt Facebook page. They'll be able to tell an auto-DM from a personalized message. They'll spot the lack of investment in time and resources across it all.
Instead, be generous. Spend that extra bit of time on writing your blog post. Ensure that it's updated on a fairly regular basis. Buy that extra light to make your YouTube videos that much more polished. Hire somebody to help answer questions on Twitter. Convince your CEO that he/she should write the blog posts personally, and from the heart.
If your customers are a key asset (which I hope you think they are), then invest in their engagement. It's the least you could do and your customers will thank you for it.
Now Pay Close Attention --
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