Nuvota

Here is an extract of an interview that Rob Kelly of purchase.com did with me last week.

Q: Let’s start off with your definition of social media marketing, Nadja.

I would like to start out by breaking the term down into its two components: social media and marketing. So what is marketing? It is the systematic approach to generating interest in your products and services.

You start out with strategic questions such as:

• “Who is my ideal customer?”
• “What is my competition doing?”
• “What should be my overall message?”

Then you decide which tactics to use (print, TV, online etc.).

What about social media?

Social media sums up the suite of tools and features that are available online to share information and collaborate with peers.

Now, what is the result if you combine the two?

Social media marketing is best illustrated by highlighting the following three steps:

1. Integrating with the overall marketing plan

Social media marketing starts out with the integration into the overall marketing plan. It has to follow the same strategic direction that was developed in the overall marketing plan (remember the marketing questions above?).

2.  Deciding on the right social media tools

A key element of social media marketing is to decide which social media tools should be used. This depends heavily on the specific situation of each business, which should be reflected in the marketing plan.

Not only do you need to decide on the right tools, but also on the right sequencing and how they interact with each other in your social media ecosystem.

3.  Creating a community

Now that you have decided on which tools to use, based on your integrated marketing plan, the next task is to identify the right content and format that your audience is looking for.

Again, this needs to be in line with your overall messaging. But be aware that once the content is out, it takes on a life of its own.

That’s my long-winded explanation of what social media marketing is!

To continue reading this interview, please go to purchase.com/blog.