I’ve done a lot of work with brands on social media and, if I’ve learned anything, it’s that a social media strategy works best when it loops in on itself. As far as marketing is concerned, social media is used to push towards some deliverable end, like conversions or site traffic. That’s a pretty simple idea, but it’s more than posting links. Social platforms, in a social media strategy, should also drive traffic to each other. A brand’s Twitter should push to its Facebook and it’s Facebook should push to its blog, and so on and so forth, looping traffic from all directions.
The problem with social looping is that most brands use hard-push tactics. Tweeting “Did you know we have a Tumblr? Check it out.” is, to be blunt, a waste of time. You’ll be hard pressed to find a user who is SO excited about a brand that they’d visit a specific Tumblr simply because it exists. Social media marketing only works when value is perceived. The more incentive you can give your audience to engage with your brand, the more success you’ll have.
If you’re tweeting “Hey dude, look at my Tumblr,” then what incentive is their for your audience to actually look at that Tumblr? You’re only giving them facts, you’re not giving them reason. Instead, try “Our Tumblr has GIFs you won’t see anywhere else.” It’s not hyper exciting, but at it does communicate value.
Of course, you could get hyper exciting by adding a value to social looping. An actual value. I know, I know, it’s crazy. If you’re an established brand, for example, then you could offer something that has no cost, like social promotion. Consider Twitter. You could run a contest on Tumblr that pushes users to Twitter. The grand prize of that contest could be that your brand would follow one lucky user on Twitter.
Think about it.
If you’re doing it right, then following a user could be worth a lot. It would give an incentive for users to promote and engage with your assets while costing absolutely nothing. Have you heard of ROI? This is a great ROI.
I’m not sure why this has been on my mind lately. I haven’t gotten to write about social media theory, as I’ve been swamped with personal and freelance projects for the past several month. I think it’s important to stay creative and to think outside the box. But hey, maybe that’s the coffee talking.