Consider this when determining your social media strategy:
- At the core of a good social media marketing strategy is having something to share. We think of it as a home base website which can easily be a microsite featuring content focused on the product or service that's being marketed. Add the social media sharing links that best reflect the identified target market community ("out posts") and you create a rich opportunity for that community to interact with and market the product for you.
- Using a microsite for each location in a multi-unit business allows the individual units to market locally. This provides a terrific opportunity to build online social media connections that reflect the in-person connections found at the local unit property. After all, people don't interact with the corporation, they interact with people. Make it easy for your local employee to add local flavor and maintain relationships that are built in person - this time online.
- Making content sharable is easier when it's focused. If you have too much information on a particular subject, visitors can become overwelmed quickly and leave your site. By creating a topic-focused microsite, you make it easier for a visitor to locate what they are looking for which leads to more sharing.
- Build sharing into your content publishing editorial calendar. When an article is posted, share it with your networks. This not only helps distribute your content, it allows you to fish where the fish are - meaning your content is easily accessible where your community is hanging out. (BTW ClickWrite makes this easy with social media integration tools built right into the system. It's as simple as clicking a button to share on Twitter, LinkedIn and Facebook)
Integrating social media into a microsite network strategy helps build a sharing rich environment which leads to successful reach.
*Reach can be defined as the portion of a specific demographic group or market category that an advertiser is able to access during an advertising campaign.