Did You Give A Social Media Party & Forget To Invite The Guests?


Congrats! you've launched your social media initiative and you did it the right way. Blogging-101  

7 Steps To Social Media Success

1. You aligned your organization's culture with the social culture

2. You understood the impact the social web will bring to your enterprise.

3. You created a strategy that includes objectives, goals, measurable results. You've integrated it into your overall plan. 

4. You listened to the social conversations and understood how your customers are engaging and the value you could contribute.

5. You built a content direction that could be maintained for the long-run and across multiple social platforms e.g., blogs, Facebook, Twitter, Foursquare and even the next shiny new toy. 

6. You have internal and external guidelines in place.

7. You've even identified a social media champion who is respected at a senior management level. 

You finally launched and took a celebration sip of a well deserved appletini or double espresso latte. You wait. You wait. You wait. So what happens now? Where are the comments? Where are the RT (retweets)? Where are the atta girl we love your ideas?

Ooops! You gave a social media party and forgot to invite the guests. If you build it they will not come .. unless you tell them.  Similar to your traditional website .. social media serves many masters. Not only can it support marketing, public relations, customer service or consumer insights but think of it as an asset unto itself.  

Shh .. don't tell .. here's the secret .. the missing piece to the social media puzzle that is frequently forgotten: a promotional strategy must be included with each and every one of your social initiatives.

Mitchell Gold + Bob Williams Social media twitter facebook adare beginning to get it with one of the first print ads I've seen that promotes its social media assets - Facebook and Twitter

However, for me, the customer experience stumbles with the goal of providing only the website url. It's not easy to go to what is promoted - Facebook or Twitter. Once at the site links to Facebook and Twitter are below the fold. Though I might not have found the sweet dedication to their dog Lulu and her pup friends. Max sends woofs!  

To help you ease on down the social road  ...

18 Easy Tips To Promote Your Social Media Initiatives

1. Add urls to your email signature

2. Add urls to your business card

3. Include in traditional marketing communication materials

4. Include links in all of your social media assets

5. Add links above the fold on your website 

6. Add links to the footer or site navigation bar that runs across the site

7. Include in ads - print,digital and broadcast

8. Create a special ad a la Mitchell Gold + Bob Williams

9. Include links in your eMail newsletters

10. Drop a Facebook status up date

11. Drop a LinkedIn update

12. Judiciously tweet it out

13. Engage with the social web communities where you 'live'  e.g., comment on blogs, @tweets, etc.

14. Include "share this" widget on posts

15. Optimize for key word search

16. Send email updates to your network

17. Add urls in media releases

18. Take online offline .. mention it to colleagues at networking events

Now .. take a sip of 'tini or vino or java and toast to your success!


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I love the way you teach through story-telling. Of course, the best teaching has been done that way from time immemorial, but not everyone gets that. Thanks for yet another excellent lesson, delivered so smoothly and memorably.

Posted by: Des Walsh on May 9, 2010 5:26:50 PM

Great advice! We tend to forget that we need to direct people to our social media, we just assume they are going to find us! Thanks for the reminder.

Posted by: Celene Harrelson on May 10, 2010 9:38:40 AM

I see many people know about all the above points at the same time many may wonder reading these and hence I think every point is worthy to explain to the people involved in social media marketing! Appreciate your work! I would like to add, social network profiles are not just to promote your business but also to explore many interesting aspects to your network!

Posted by: Allen - Social Marketer on May 11, 2010 9:14:15 AM

Thank you for revisiting the basics. Yes, yes, yes ... I love checklists as they seem to inspire me to evaluate what sometimes becomes too mechanical!

Posted by: Leslie Linevsky on May 11, 2010 4:11:58 PM

I agree! Great to get back to the basics - and then some!

Posted by: David Perdew on May 12, 2010 11:31:39 AM

Thanks for the the tips, that was really my problem. Some of my clients are confuse with the domain name i am using. Maybe because it is more on numbers and it is too long.

Posted by: Toronto Marketing Company on May 13, 2010 3:35:48 AM

Great advice! We tend to forget that we need to direct people to our social media,

Posted by: gucci on May 13, 2010 6:35:09 AM

@deswalsh - thanks for your kind words. stories can tap not only emotions but don't you think we remember them longer?

@celene @gucci - if we think of social media in terms of an asset versus a tactic the 'marketing' tends not to get lost .. and we position as much more valuable and important

@allen - appreciate your kind words. sounds like content opportunity for multiple posts!

@leslie @david @toronto marketing company (wish i knew your name) - yes, back to basics can be what even jump starts new ideas and creativity!

Posted by: Toby on May 13, 2010 9:36:57 AM

Very nice point you have represented in funny manner thank you for it.all point showing your high mind status thank you.

Posted by: KVM Switches on Nov 13, 2010 3:50:37 AM

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