“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter social media marketer. Hopefully, they’ll help you, too.
The Overlooked Skill of Prioritization – Andrew Singer shares on The Future Buzz the POV of David Meerman Scott who says marketers are shifting from focusing on 100 big projects to tens of thousands of small projects. Singer points out, however, that marketers need to learn to prioritize by understanding what to do now, soon and save for later.
Key Takeaway: The key to understanding what to pursue now, next and later comes to having a solid strategic framework with clear, measurable objectives and overarching goals. The marketers with this strategic lens will be able to make quick decisions that lead to achieving a larger goal.
Scaling Social – Digiday’s Giselle Abramovich discusses the challenges big brands face in scaling social media in a way that maximizes effectiveness while staying on budget. Marketers employ a combination of tools, processes and partners to learn from content effectiveness and optimize efforts.
Key Takeaway: Scaling social media is not something that happens quickly. It’s the result of trial-and-error and constant and consistent measurement. The ultimate goal is to get better each and every time you execute because as you execute, you learn, and as you learn, you grow in effectiveness.
Courage to Go Social - ReputationCapital shares a recap from a SXSW panel called “Say Goodbye to Corporate Marketing as You Know It.” In the discussion, panelists stated that social media is here to stay, and the time to be scared of it has long passed. Instead, industries, even those highly regulated, should be considering social media for the present and future.
Key Takeaway: Fear should never be a motivating factor to do or not to do something in business. Decisions should be strategic and backed up by facts, not emotion, and the facts are people trust and turn to social media to make decisions.
Quality Trumps Quantity – AdWeek captured the sentiments of 4A’s panelists as they discussed the perspective that fans are only half the equation for building a successful community. Engagement is the other half and how that engagement aligns with a brand’s objectives.
Key Takeaway: Amassing more and more fans is not a sustainable model for effective social media marketing. Driving those fans to action to help push objectives forward is a long-term approach.