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Why Business Blogs Fail & Succeed

Good presentation on tips for any business wanting to start a blog

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Best Practices of Social Media Marketing | Marketing Conversation

* Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.

* “Give to get” - Successful social media marketing programs involve listening and participation. That participation centers around giving value before expecting anything in return. This is not “sales” as you know it. But companies can definitely increase sales as a result.

* Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. If a social media effort is successful, scalability will be an even bigger issue if you don’t plan for it. Hiring a community manager for example, may not be justified when a social media monitoring program is started or with a new company, but a job req and understanding of the role should be ready in case it’s called for.

* Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with. Objectives, strategy and doing your homework about a community should make it pretty obvious what types of commercial messages are appropriate. Being transparent about intentions might come in the form of stating a purpose: ”Brand XYZ has created this Facebook page to help consumers make better choices about Topic XYZ”. It’s fine if goals are to increase sales, but participation should be focused on providing the kind of value that facilitates sales - not attempting to make sales directly. When is the last time you purchased something other than a virtual cupcake on Facebook?

* Understand, you do not control the message. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. Once information or media is available on the social web, people will inevitably mash it up, stretch it, pull it and reshape it accord

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