How Social Media Marketing is Just Like Live Networking
Posted Wednesday September 23rd, 2015 by Peter Kozodoy in Analysis + Strategy.
Although you might classify social media marketing as very different from face-to-face networking events, those two marketing methods are in fact extraordinarily similar. After all, the operative word is 'social!' Here is a handy chart that will help you see how digital marketing is just like good ol’ fashioned face time.
| Live Networking | Social Media Marketing |
| Attend lots of events to meet lots of different folks | Use a wide variety of platforms to reach lots of different folks |
| Come prepared with expert opinions | Put your expertise into a variety of content |
| Share your expertise in a fun and engaging way | Don’t just sell your product; produce exciting content |
| Make eye contact | Engage viewers online with interesting, expert topics |
| Share your business card | Make sure your content is ‘sponsored by’ your brand |
| Follow-up with prospects | Capture leads through analytics and follow up with them by email or phone |
In the digital world, your brand is the networker. Ask yourself, ‘if my brand were a person, what would it say? With whom would it be friends? Where would it enjoy lunch? How would it communicate?’ The answers to those questions get at what we marketers call a brand persona, which is the human description of your brand.
Just like your audience has a demographic profile, your brand has a profile as well. To discover yours, hold a few key brainstorming sessions with your top team members to develop a brand story that relates your brand to the world. This profile should guide all social media communications - from tone of copy, to type of content, to distribution channels, to response strategies.
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