Posted by: Janessa Seewald, Account Manager
In 2010, social media marketing will push to the forefront of many organizations’ marketing efforts, and it will be important to make ongoing improvements as the landscape changes and becomes more competitive.
Here are some tips to consider when making adjustments to your social media marketing strategy:
• Go where the conversation is happening. You may already have a Facebook page, Twitter account, YouTube channel and more, but it is never too late to cut bait. If your prospects aren’t interested in or accessible within a certain platform, there is no reason to spend time posting content and managing it just for the sake of saying your company “is on Twitter.” It is best to focus your effort on the places where you know you can reach your audience and ultimately generate conversions.
• Track everything. It is great that social media marketing in a sense is “free,” but that is no excuse not to track everything including conversions. In the end, this will contribute to a lower cost per conversion for all of your conversion-driven marketing efforts and result in a greater ROI.
• Plan to integrate and promote. You can’t just “build it and they will come.” Make sure to include your social efforts in your current online and offline marketing tactics. This can include adding your Facebook logo to your website, internal emails, direct mailers, etc. Also, using paid tactics that you already have as part of your marketing plans, such as third-party emails, pay-per-click (PPC) advertising and display advertising, is a great way to drive prospects to your social platforms.
• Keep it fresh and relevant. Once your customers find you in the social space, it is important to make sure you are giving them a reason to stay and keep coming back. Most people use social platforms to communicate with their peers, but they also want to feel special. Sending current information about your company and new offers to them because they are “linked” or your “fan” will help build relationships.
To keep tabs on one of 90octane’s own social marketing channels, visit http://twitter.com/90octane. 
