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To fully grasp how organizations are utilizing social media, it's essential to talk to their service providers. These are the organizations that are teaching businesses how to add social media into their overall marketing campaign.
I had the pleasure to speak to John Fineran, CEO and President of FinTel Communications. Fintel Communications specializes in technology consulting, which includes social media consultative services. His tips for businesses that want to incorporate social media marketing were enlightening. The highlights of our conversation are found below:
Why are your clients interested in social media? What objectives are they trying to obtain?
Social media is another tool in the business development and marketing toolbox. Micro blogs, mini-commercials and mini press releases are fast and target desired groups. When social media marketing is successful, your organization will be top of mind, in a non-sales, non-threatening position.
What is the # 1 rule for organizations thinking about a social media campaign?
Rule #1 is to manage your message. Keep your message consistent across all social media tools. In addition, keep it close to your company's brand. Only dive into personal, casual messages if it aligns with your brand. Last, embrace the humanizing opportunity that comes with social media. Do not make it obvious that you are going for the sale. In this economy, a subtle message will get you farther.
How do you determine ROI? How do you know when social media is successful?
There are both analytical and anecdotal measures to determine if a social media campaign is successful.
For anecdotal measures, focus on:
- Increased traffic to websites
- Buzz on social media tools
- Connections and followers on blogs and networking sites
- Rankings on social bookmarking/ recommendations sites
This will provide a glimpse into your level of engagement with clients and prospects.
What other questions do we have for John?
Cheers,
Danni
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