Yesterday I received an email from the public relations executive of an online magazine. It was short and to the point:
"We are struggling with our social media efforts. We really don't know what we should be doing, what is best for us or how we should use it. Can you help.?"
I will be seeing them later this week but it got me thinking, many companies, large and small likely feel equally overwhelmed.
We are constantly flooded with new ways to connect with customers and prospective clients. It can be daunting and, in many cases may lead to a situation where social media programs become the goal rather than just tools used to reach the real goal -- putting more money in your pocket.
It was therefore opportune that I came across an article by Chris Heiler, president of Landscape Leadership, an inbound marketing agency that combines social media, content marketing and search marketing for green industry clients.
Titled: "How to make social media pay off" and published on the Green Industry Pros website, the article outlines the pros and cons of different social media platforms and makes the point that, while Facebook is the biggest, it is not necessarily the best for finding new clients.
"The majority of a Facebook Page’s fans will be customers, employees, family and friends — not prospects," writes Heiler. "Think about it: Why would someone like your Facebook Page if they weren’t already familiar with your business?
"Facebook is used best as a real-time complement to your company website, helping keep people updated and current with your business. Use it to stay top-of-mind with your current customers to drive referrals and repeat purchases."
I am not going to rehash Heiler's article. He has done a fine job, so there is not much point in reinventing the wheel. It is thought-provoking and definitely worth reading and is a good example of content marketing at its best.
Check it out.
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