It's important to remember that online communities are independent entities made up of real people that are likely to take on a life of their own, completely outside the marketer's control. Successful social marketing initiatives are flexible enough to adapt quickly to the requests or complaints of the community. Good social media campaigns may encourage the direction of a conversation but accept that it can neither be controlled or dominated.
If you can live with those limitations, your social network can become a powerful source of valuable word of mouth marketing.
Social media demands making a commitment to engaging with your community over the long term. It can take up to six months of consistent investment before you start to realize the true potential from this word of mouth goldmine. Be prepared to participate long-term — social network marketing campaigns derive incremental value over time. They are not “disposable” campaigns.
You recognize the value and you're prepared to make the commitment. So when do you jump into the conversation? At Kinetix, we encourage social media marketing when your business objectives support a strategy that: