web analytics

October 19, 2019

Going the Digital Communications Route:

Why is Social Media Effective?

Social media is just what it sounds like. It’s a relationship. It’s a conversation with your audience. It’s a means of letting them know what is exciting, fun, informative or needed about what you have to offer. It’s also an invitation to your audience to participate. When executed effectively, it’s more interactive than traditional marketing tools like print, radio, TV advertising or direct mail.

Social media is also more flexible than traditional marketing tools and should be reactive as well. It’s not just about posting your message, link, or video and “job done”. It’s important to monitor responses so you can gauge the level of interest and tailor your messaging accordingly. It’s also very important to answer questions quickly so the conversation is fluid and two-way. For an example, you can refer to Reston Town Center’s FaceBook page at https://www.facebook.com/RestonTownCenter.

Going the Digital Communications Route:

The Emergence of Social Media

Currently, one of the most popular non-traditional marketing channels is social media. Many companies are experimenting with FaceBook, Twitter, FourSquare, LinkedIn, Wikipedia, YouTube, Digg, Yelp, etc. These communication channels are cost effective compared to traditional marketing options. The challenge is in understanding HOW to use these tools and dedicating the time necessary to execute an effective campaign.

Social media is not something to be foisted off on a junior employee, or (horrors!) an unsupervised intern. It takes a carefully thought out plan, with story lines, calendar and editorial schedule. There should be plenty of thought put into what photos, video, and web links to include to keep it fresh and entertaining.

Once a plan is laid out, a less senior person can execute the postings but still need a supervisor to monitor responses and determine if the campaign is rolling out effectively. Get to know your audience as you post and adjust as needed to encourage interactions.