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Jade Makana

Jade Makana Social Media Maven

Exclusive Blog Posts

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What’s Hot Now: Facebook+Twitter+Email

One of the hottest topics in social media right now is how to integrate social media efforts into the larger marketing strategy for maximum ROI oomph. This was a sizzling topic at industry conference Social Fresh East, as well as a lively issue here at Cobalt where we are attempting to bring our social media efforts under the marketing fold.

There are many reasons why this “integration revelation” needs to happen:  

  1. Don’t Feed the Mavens. People tend to treat social media as an exotic animal, but at the end of the day, social media is just marketing, and all the same tenets apply. As Jay Baer, Social Fresh Speaker and Founder of Convince and Convert brilliantly put it:

“Email Subscribes equal Facebook likes. Email Unsubscribes equal Facebook Hides. Email Forwards equal Facebook shares.”

True, true, and true. Once we start to understand that social media fits into the same maxims we use to define marketing, we see why integrating social media into marketing makes inevitable sense.  In other words, stop keeping the mavens in a separate cage and add social to your marketing menagerie today!

  1. The Single Moment of Communication. To bastardize the Google buzzphrase, most of your users are checking their email, reading their Twitter stream, and checking their Facebook in a single “moment” the time it takes to chug their morning coffee, for example, or the time it takes to scarf down their sub sandwich at lunch. I have this “communication moment” down to an art, seamlessly checking my email, Facebook, Twitter and text messages in a single 30 second span throughout the day.  

The moral of the story? Since you now know that your social properties and your marketing channels share a common set of users, this common set of user behavior that be used as a goldmine of transferrable insights that can be used to inform your overall marketing on a grand scale. Since you can pull different metrics from each channel, you can use your social media insights to inform your general marketing, and vice versa. For example, if you know how to track the time of day that you get the most retweets, it stands to reason this is also a great time to send emails. Conversely, if you know you get crazy-good email open rates Saturday morning, set your Tweets and Facebook status updates to post then too.  

  1. The Hershey’s Kiss Effect.  Just like a shiny candy can melt in your hands, the next buzzy social media property that’s hot today may go the way of the dodo (cough, MySpace, cough) tomorrow. We hope they won’t, we think they won’t, but if your Facebook page disappeared tomorrow, what recourse would you really have? No matter how shiny and new, you don’t want to put all your marketing communications in a single social basket. As Baer put it, “Making Facebook your (sole) communication strategy is buying a house on rented land.” This is an excellent point, so resist the urge to place your bets on shiny objects, and diversify your content distribution to include stable owned assets like your email house list, direct mail, your website copy, etc.

Once you have your “integration revelation,” (and trust me, to be a forward-thinking organization in 2012, you must) there are absolutely endless opportunities for maximizing your marketing efforts through social media integration. From adding an email subscribe tab to your Facebook page to repurposing a hot Twitter topic as an email blast, to allowing social logins for your next whitepaper, there are tons of ways to make your marketing work harder by using your channels to the fullest.  

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