How to integrate your social media presence
Today’s guest post is by Elizabeth Arritt, director of marketing for the National Board for Professional Teaching Standards, where she leads the strategy and implementation of social media.
Any conversation on social media and marketing invariably turns to the big question: Which social media platform is right for you? Depending on your industry and your message, the answer may be most of them, but the answer is never just one. As with every other aspect of your marketing mix, the key to good social media strategy is integration.
The possibilities of integration on the Internet are endless, but here are four tips for a good start:
Be everywhere
Everyone has an argument for their favorite social media platform. As with traditional advertising, you need to ensure your presence is everywhere your audience is, as long as the medium fits the message.
Know the rules of each community before you participate
Each social media platform has its own written and unwritten rules. Be sure to understand those rules before you start participating. For example, Twitter as a community frowns upon shouting out your message without engaging in conversation and promoting others. Facebook has different rules for fan pages as opposed to personal pages. Join the communities as an observer before diving into the fray.
Maximize behind-the-scenes integration
Once you’re versed in the media, tie it all together and make it work for you. Facebook can automatically post your Twitter posts (and vice versa) with a quick setup change. Both have feeds you can automatically post to your Web site. When it’s possible, I prefer to tailor the message to fit the medium with separate posts. On the go, however, that’s not always possible, so I’ve set up the organization’s Twitter account on my phone. If we have news, one quick Tweet from my phone makes it to Twitter, Facebook and the front page of our Web site in minutes.
Cross-promote
It’s possible your message is being read by someone on their favorite platform, and they’ll never see your other social media sites. It’s also possible they stumbled across it, and if they don’t see your other platforms, you may never see them again. How can you ensure they know you’re where they are?
- Have a central page on your Web site listing all your available social media platforms. Make it an organization policy to have the social media platforms (or a link to that central page) in all e-mail signature files.
- Mention other platforms. Tweet occasionally that you are on Facebook. Post a Facebook link to Twitter.
- Make sure your core customers or members know where they can find you. Send a blast e-mail or put it in your newsletter, but make sure they know where you are.
The real power of social media lies in using all of it as a whole. Learn how to integrate the media and you’ll have finally mastered the ability to be everywhere at once.
Image credit, geopaul, via iStock
Tags: nonprofit, social media strategy
Categories: Ideas in Action
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Posted by Anton on October 5th, 2009 at 5:34 am
Excellent informative post. Thanks for sharing.
Posted by Twitter Trackbacks for SmartBlog On Social Media » How to integrate your social media presence [smartblogs.com] on Topsy.com on October 5th, 2009 at 5:55 am
[...] SmartBlog On Social Media » How to integrate your social media presence smartblogs.com/socialmedia/2009/10/05/how-to-integrate-your-social-media-presence – view page – cached Today’s guest post is by Elizabeth Arritt, director of marketing for the National Board for Professional Teaching Standards, where she leads the strategy and implementation of social media. — From the page [...]
Posted by Melissa on October 5th, 2009 at 10:32 am
We have begun to use these tips and are still perfecting our use of them!
Posted by Jay S. Fleischman on October 5th, 2009 at 10:57 am
Excellent article. One reason why I like to keep my tweets and my Facebook updates separate is because when I send a blog post to FB it adds in the graphic from the blog post. If the update comes through Twitter to FB that doesn’t happen, which means the post doesn’t stand out quite as much in my friends’ streams. I get more comments on FB posts when additional graphics accompany the updates.
Posted by Elizabeth Arritt on October 5th, 2009 at 11:25 am
@Jay S. Fleischman - I absolutely agree. Whenever possible, I prefer to tailor the posts for Facebook and Twitter separately for the same reasons. I love the flexibility of being able to post to Twitter on the phone from wherever I am, though, and have it go everywhere, as getting out the message is the more important part.
I’ve also found I tend to get as many, if not more, comments on the twitter feed posts to Facebook than I do on the ones formatted for Facebook. I wonder if the graphics actually detract in some cases, as they look more like Facebook advertisements and less like friends feed posts.
Posted by Doug Caldwell on October 5th, 2009 at 7:48 pm
Thank you for your comments. As you wrote, “…Have a central page on your Web site listing all your available social media platforms…” I have been using http://www.dandyid.org/beta/welcome to put my digital footprints on my blog & website. There is also http://mynameise.com/dougcaldwell to create a digital business card with links to my social media. And finally there is also http://www.retaggr.com/ to add to your email signature to connect to one’s social media sites.
Posted by Elizabeth Arritt on October 6th, 2009 at 8:53 am
@Doug Caldwell Thanks for those links–those are great resources!
Posted by Andrew Ballenthin on October 7th, 2009 at 4:32 am
Great article Mary Ellen. I’m presently writing a book on social media monetization from a marketing perspective and my personal use and research have parallel messages. I’d suggest putting a caveat on “being everywhere”. There is a point of diminishing return if a business does not build a relationship and legitimate presence within a social network.
I’ve come across businesses and professionals that have a dozen to two dozen social network accounts. They are everywhere. Regardless of how many networks you are on there should be first an understanding of best practice (how to use the medium superbly), a conversion process (how to transfer into relationships/business) and success metrics (am I getting results that matter).
I’m sharing your blog with Facebook group and Twitter. Thanks again.
Posted by Very Vivid » Integrating Social Media into your Marketing Campaign on October 9th, 2009 at 6:23 am
[...] A recent guest blogger, Elizabeth Arritt, who leads strategy and implementation of social media for the National Board for Professional Teaching Standards, gave a few good ideas to get you started in the world of internet integration. [...]
Posted by SmartBlog On Social Media » This week’s most clicked on October 9th, 2009 at 9:41 am
[...] 4 ways to integrate your social-media presence [...]
Posted by Socialize smart – Researches on Service Quality and Customer Experience Management on October 11th, 2009 at 3:45 am
[...] Here is a great post about how to integrate your social media presence: http://smartblogs.com/socialmedia/2009/10/05/how-to-integrate-your-social-media-presence/ [...]
Posted by 4 ways to integrate your social-media presence « FCEdge Powerful Marketing Communications on October 12th, 2009 at 4:55 am
[...] 4 ways to integrate your social-media presence It’s not enough for businesses to reach out to their audiences on a single social-media platform, argues Elizabeth Arritt, director of marketing for the National Board for Professional Teaching Standards. The best approach is to spread your message to every corner of the digital world with a well-planned integration strategy, she writes. Take advantage of automated tools, use cross promotion to show fans new ways to follow you and make sure you understand the community you’re marketing to before you begin, she suggests. SmartBrief/SmartBlog on Social Media [...]
Posted by Location Matters « Casey Shaw's Blog on October 12th, 2009 at 1:54 pm
[...] Ellen Slater has some great tips in how your company can integrate its social media presence. She recommends first and [...]
Posted by Friday Fast Five « NABJdigital's Blog on October 30th, 2009 at 6:01 am
[...] How to integrate your social media presence: I started on Facebook and Twitter before I really thought about how I wanted to use them. Which is why I really like the tips in this blog post from Mary Ellen Slater. Possibly related posts: (automatically generated)TwitterTwitter for Educators: New Series!‘Twitter’ the day away5 ways for Mac users to get ready for NaNoWriMo [...]
Posted by » Top 30 + 200 Blog Posts on Social Media Spotlight Ideas on November 10th, 2009 at 12:22 pm
[...] How To Integrate your Social Media Presence – Smart Blog – Oct ‘09 [...]
Posted by » Top 250 Blog Posts – Advertising, Marketing, Branding, Digital Spotlight Ideas on November 10th, 2009 at 3:34 pm
[...] How To Integrate your Social Media Presence – Smart Blog – Oct ‘09 [...]
Posted by Top 250 Blog Posts – Advertising, Marketing, Branding, Digital | Advertising News on November 10th, 2009 at 4:54 pm
[...] How To Integrate your Social Media Presence – Smart Blog – Oct ‘09 [...]
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4 ways to integrate your social media presence. http://bit.ly/3mOA67
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Posted by thamby on October 12th, 2009 at 1:16 pm
How to integrate your social media presence: http://bit.ly/3Shew
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Posted by Caroline Blanzaco on October 12th, 2009 at 3:32 pm
It’s good that you establish that companies should not just join social networks for the sake of being there. If your consumers aren’t on Facebook, there is just no point! With the multitude of social platforms out there, there can be a best fit for mostly every company. Doing research to find out where publics are and zoning in on a few well thought out choices for social media sites your company is going to integrate into the business, will help the company connect with its target users. It’s also interesting what you said about too many social networks cluttering the general goal of the company. Being in more than one place online is great, but keeping to objectives is easier if only a few mediums are concentrated on.
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Posted by Ashley Siegle on October 12th, 2009 at 10:52 pm
I completely agree with Caroline. Sometimes when I come across a new company, I have no idea where to start since there’s a million buttons pulling me in every direction possible - Facebook, Twitter, MySpace, their corporate blog, Itunes page, the list goes on! Even the organization I am researching, WWF, has so many outlets that I have yet to discover. Paying attention to your company’s audience, objectives, and mission is vital. With that said, I’m not saying all of WWF’s social media outlets are irrelevant because saving the world requires A LOT of resources. I agree, however, relying on Twitter and Facebook to reach out to the elderly may not be the smartest of routes. The majority of that age group could be considered laggards almost - very traditional and slow to adopt new technologies. So how do we respond to those groups?On a positive light, I think our society is moving into a very social and media-oriented world. Soon enough, I don’t think we will have these roadblocks anymore. I think we’re just experiencing the growing pains of the transition, and social media tools will be familiar and used by ALL individuals. Our parents could indeed be the next up and coming generation on Twitter. It will be interesting to see how broadly social media affects society in the next few decades.
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Posted by MelanieSchmidt on October 13th, 2009 at 8:55 am
integrate your social media pursuits as part of an overall outreach strategy http://bit.ly/19q6hI #npo
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Posted by platypus_ad on October 13th, 2009 at 3:27 pm
Be Everywhere, Cross-Promote, Know the Rules… ‘How to integrate your social media presence’ http://bit.ly/3Shew
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Posted by TimothyCarter on October 13th, 2009 at 4:55 pm
SmartBlog On Social Media » How to integrate your social media presence http://ow.ly/ugmu
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Posted by DGCG on October 14th, 2009 at 3:49 am
Facebook, Twitter, social media. Read how to create and integrate your social media… http://bit.ly/3iV3n
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Posted by carolericks on October 14th, 2009 at 7:17 am
How to integrate your social media presence. http://bit.ly/J8yZg
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Posted by ToriRandolph on October 14th, 2009 at 9:56 am
How to integrate your social media presence: http://bit.ly/3ZSvRw | via @addthis
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Posted by Casey Shaw on October 14th, 2009 at 10:09 am
Ashley, I agree with you on all points. I know exactly what you mean about a company having almost too much social media presence. The message gets lost if it is spread over too many mediums. There’s nothing more frustrating than seeing a company who has linked their facebook, twitter and RSS to all have the exact same information. What is the point in even looking at it at all, especially if it’s the same boring bit of news?
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Posted by hueymlee on October 14th, 2009 at 2:29 pm
How to integrate your social media presence http://bit.ly/tbMba
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Posted by LMVCompanies on October 14th, 2009 at 7:18 pm
How To Integrate Your Social Media Presence. http://bit.ly/3Shew #Social Media
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Posted by StefanPostulart on October 14th, 2009 at 10:14 pm
How to integrate your social media presence - http://ow.ly/tGGO (via @melissaHwoods)
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Posted by Amy English on October 15th, 2009 at 8:17 am
I like how this post acknowledges the fact that Facebook and Twitter aren’t the social media cure-all for all companies. A company must consider its target audience and social media options before launching a blog, Facebook group, Twitter page and Myspace profile all at once. Social media helps to bridge the generation gap. However, one must consider the demographics and psychographics of their audience before implementing social media. Certain organizations devoted to senior retirement, for example, would not build as many relationships with customers using new social media as they possibly could in an old-fashioned one-on-one interaction. So knowing your audience is important, but having the social medium fit the message is very significant as well. For example, tweeting and update via a company intranet to employees about budget cuts in 140 characters or less doesn’t allow feedback, and a post with little detail may anger your audience. Mary Ellen Slayter’s idea of cross-promotion is also important in “making sure your core customers or members know where they can find you” and providing many opportunities for feedback and interaction.
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Posted by AMDResearch on October 19th, 2009 at 4:00 am
4 Ways to Integrate Your Social-Media Presence - http://ow.ly/tQ7x
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Posted by MiguelCarvalho on October 23rd, 2009 at 1:23 pm
How to best integrate your social media presence: be everywhere your audience is & depending on your industry & message http://ow.ly/wfLf
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Posted by toddthebrawn on October 24th, 2009 at 11:55 am
What I am reading – Social Media Integration- http://bit.ly/3Shew
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Posted by TUnderwood on October 26th, 2009 at 2:28 pm
How to integrate your social media presence http://is.gd/4wqq8
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Posted by GrafMartin on October 26th, 2009 at 2:28 pm
How to integrate your social media presence http://is.gd/4wqq8
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Posted by gihanperera on October 26th, 2009 at 2:46 pm
If you’re on many social media platforms, this article is useful http://bit.ly/tbMba
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Posted by DavidKBrake on October 31st, 2009 at 11:01 am
Looking to integrate your social media presence? Click here http://bit.ly/3Shew
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Posted by DavidKBrake on October 31st, 2009 at 10:00 pm
Integrate your social media presence: Click here http://bit.ly/3Shew
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