Social media: optimizing a campaign

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Social media shaking up the corporate world

Social media has become an increasingly important aspect of effective media marketing campaigns and this is an area where North Norfolk web design can help an organisation reach out more effectively to its customers.  As communication increasingly moves online, conversation about businesses, large and small, is moving there also, and businesses need not only to be able to respond but to initiate the conversation when appropriate.

Social media optimization

Social media can be defined as the use of particular internet-based technologies to generate and exchange information and ideas.  Social media optimization (SMO) is the use of social media platforms to promote a brand, product or event.  The objective of SMO is to direct traffic towards a particular website and to ensure that its content is shared across social media and networking platforms to the optimal degree.  SMO is becoming a more important aspect of search engine optimisation – raising the visibility of a website in a particular search engine’s results.  This is because search engines are becoming increasingly reliant on the recommendations of those using social networks in order to rank search results.

When individuals think about social media, platforms such as Facebook and Twitter come immediately to mind, but RSS feeds, blogging and video sites are also classified as social media outlets.  So if SMO is to work well, the idea of sharing content across a number of different platforms really has to take hold.  This is where links have an important part to play.  If a business creates a great video to go with its marketing campaign, it needs to post it on a real site page, with links so that those clicking on the video can follow through to the remainder of the site.  It is important to remember that any marketing campaign is about increasing the visibility of products or services; it is certainly no different in an online context.

Good content is vital

Effective marketing, online or off, begins with intelligent and relevant content.  It is through good content that a business or organisation connects with its intended audience, so the content has to be tweaked in a way that will appeal to those that read it.  Before a social media marketing campaign is even launched, an organisation should engage in research to see what the target audience is saying online.  Content needs to be very specific, so that its readers feel it adds something of value and is not just more online clutter that they can ignore.

Creating a website, posting content and sharing it is one thing, but effective SMO for brand promotion is an ongoing process.  Particular content and promotions become outdated very quickly – especially in a fast-paced media environment where it’s always about what the next big thing is – so content needs to be kept as fresh as possible.

Just as important, a social media campaign needs to be tracked and analysed online so the organisation in question can see how people are finding out about the campaign.  Links and tags can be adjusted accordingly if the campaign is not receiving the level of exposure the organisation had hoped for.  North Norfolk web design can advise an organization on how to keep social media marketing up to date and to build on the momentum generated by a particular campaign.


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