There’s no doubt in any marketer’s mind that online marketing should be taking a huge piece of your advertising budget at this point. With the opportunity to grab the attention of the masses, it’s no wonder that direct marketing has begun to take somewhat of a backseat to social media.
While a website has always been a necessity for the last 15 years or so, only in the last 6 to 7 years have companies really been getting involved in the social media channel. Now more than ever, brand awareness has taken the stage front and center, as the cost of establishing yourself within social media is minimal at best.
Platforms like Facebook and Twitter are at the forefront of social media marketing. While you may feature a link to either of these accounts on your homepage or email campaigns, it’s not just about engaging with your existing clients (or people who regularly visit your website), but about being able to create “viral” content that gets shared, liked, retweeted, and essentially viewed by those who, before that point, did not know of your company and what you have to offer.
When we create content on Facebook and Twitter, we’re creating something that could potentially be viewed by millions of people. With shares, likes and tweets at our fans’ fingertips, we need to make sure we know what each type of engagement means to different people on different social media platforms.
A share is essentially someone reposting our content from our Facebook page on their own wall. A retweet is someone repeating our tweet to their own followers. These copiers of content are the most valuable engagement that we could ask for. The entire time, that content will be linked back to our Facebook page, and getting that view is the first step in getting a like from a Facebook or Twitter user that might not have known about our brand if it wasn’t for our mutual connection with the person who shared our content in the first place.
While a like doesn’t necessarily have the same power on Facebook, users do see the activity and won’t hesitate to engage in it. Likes also let us know what sort of content people appreciate, and we need to analyze these numbers as we continue to build out content.