Malene Jorgensen may have devoted much of her time to writing about blogging, but at some point, these blog posts will have to be promoted. And since so many people are using social media to share content each day, it is only natural that bloggers use the many networks available to share content. But Jorgensen took it further for her new book.
Social media marketing isn’t just about sending out a tweet and waiting for things to happen. Before pushing that “publish” button, Jorgensen suggests that you think about who you are targeting. This Examiner decided to interview this writer to talk about her new book, “Social Media Marketing Strategies: B2B vs. B2C for Facebook, Twitter and Pinterest.” This interview was conducted on Oct. 10.
What inspired you to write this book?
I spend much of my time on social media networks. I have to say that I might be addicted to Twitter. I do use the networks to share updates about my books, promoting blogs and promoting my business. I see lots of tweets about anything and everything and I started thinking about why I was attracted to some tweets more than others. And I realized it all came down to targeting and communication. I decided to explore the differences between B2C and B2B marketing for companies on social media networks.
What do you think is the biggest challenge for business owners in terms of marketing?
What makes one person click on one tweet compared to the hundreds of other tweets online? Of course, this also applies to Pinterest and Facebook. What makes some content compelling in comparison to other? I think the biggest challenge is to get those clicks and get that traffic. Even if you have one successful day with web traffic, it may be tough to keep it going.
Is this book your thesis for the mass market?
No, this book is not my thesis. When I was writing my thesis, social media was just entering the online world. My thesis is more based on the psychological interpretations of online content, which happens to include professional websites. It was a lengthy, theoretical project and I have been encouraged to publish it in a more mass-market format. So, I’m currently working on turning the theoretical into something more approachable. Hopefully, it won’t be too long before the book is done.
What do you think the biggest problem is with social media marketing these days?
I think the biggest problem is the way content is shared. People quickly get into the habit of just throwing a link on Twitter or Facebook
What would be the biggest advice you would give to business owners just getting started?
Don’t give up. It takes time to learn the ropes. Twitter is all about micro-blogging, while Pinterest is all about pinning content. There are so many features on every network, which shouldn’t be frightening – it should be encouraging. Don’t be afraid to try different things to stand out. It may just help you out in the end.
You can find Malene Jorgensen on her personal website, on Twitter, on Facebook and on Instagram. You can buy “Social Media Marketing Strategies: B2B vs. B2C for Facebook, Twitter and Pinterest” here.
Malene’s other books: