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The returns of social media

Tanya Goodin
Tanya Goodin
CEO
10 April 2007

With all the buzz surrounding social media, it’s very easy to get
‘blinded by the lights’ and forget about what is really important and
that’s returns! So we thought it best to outline the areas where you
can really make a difference using this developing medium.

Links: Using social media sites to spread your content (link baiting)
can lead to you obtaining a plethora of relevant, authoritative inbound
links. The key to a successful link baiting campaign is to produce high
quality content that can then be easily fed into aggregators such as
Digg.

Mindshare and Branding: It really doesn’t matter whether you have a
well-established brand or an emerging enterprise – you can use social
media to strengthen your brand within a chosen demographic. Positive
online experiences can often lead to a positive association between the
user and your brand. These experiences include: viral games,
funny/informative videos, useful content, and interactive documents to
name a few.

Sales: For most this is the bottom line, although it is often hard to
measure as social media is reaching customers in the non-purchasing
stage of the cycle. The best way to create sales through social media
is to try and sell your product in an inventive and non-intrusive
manner – so avoid the hard sell!

Customer interactions: Establishing trust and being seen as an
authority are significant benefits that can be obtained through social
media. Blogging is an excellent way to interact with customers and
really gives your brand a personal touch.

Neilson says:

‘As this developing medium evolves, the landscape will no doubt
provide even more ways for marketers to utilise it. So it’s important
that companies make it as easy as possible to get involved through
blogs, games, videos, interesting content, interactive material and
reviews.’ 

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