The 4 A’s of Social Marketing Success
Ciarán Norris of Mindshare explains their process for planning, implementing and reviewing social marketing.
Here’s the Cliff’s Notes…
Aims
“…it still seems as if too many brands set up in Facebook/YouTube/Twitter/etc., because someone has told them that they ought to be on Facebook/YouTube/Twitter/etc. And, if you don’t know why you’re doing something, you won’t be able to judge whether it’s gone well.”
Audience
“Just as it’s essential that you understand why you are entering into social media, it’s equally important that you understand who you’re trying to reach.”
Approach
“…you need to decide how social media will fit into your wider web strategy. If you’re building a Facebook page, will that sit at the centre of your web activity, or just act as a way of highlighting action happening on your main website?”
Analyze
If you’ve followed this process all the way through, you’ll now need to analyse it. Many pieces of social marketing fall down because it’s impossible to judge success, but if you have clearly defined AIMS, that shouldn’t be a problem.