5 Ways to Create
Cross-Media Synergies With Social Media
Takeaway notes from Marketing
Profs webinar. By Aliza Bornstein, copywriter,
The shift in social media is fundamental—it
transcends tactics. The old way of marketing is
archery. The new way of marketing—lead by social
media—is much more conversational. You engage
customers by trying to build preference and brand
Combining social media with traditional marketing
tactics is your best bet for ultimate marketing
Increase Social Media Success Through Cross-Media
Conversation marketing is transformative, but
inefficient, because you’re only reaching out to a
few, as opposed to many. Social media doesn’t work
well by itself, either. Think of social media as an
ingredient in the marketing programs you’re already
active in. Start with a strategy list, then move
onto what social ingredients you can add to your
existing marketing, and then the new social media
programs you can create from scratch.
1. Social Media + Search Marketing
This is the most fundamental and the most required.
An October 2009 research report revealed that
consumers exposed to a brand in social media are
almost 3x more likely to search for that brand’s
Integrate Social & Search
The three components of inbound marketing:
• Content (making content that people can consume on
the Web; blogs, videos, white
• Social Media (promoting that content and
developing relationships on the social Web;
Linked-In, Facebook, forums, blogs).
• SEO (search optimizing the content to make sure
people can find it; on-page,
off-page, link-building, keyword analysis).
The trick is to think of your marketing program and
your social program as bait in the water—get found!
Why? Because it works!
Content = Traffic
Creating content—and having that content yield Web
site traffic—works. According to a recent study
HubSpot did of 1200 of their customers, companies
that have a blog receive 55% more Web site traffic
on average than the companies without a blog.
Content isn’t King—Optimized content is King
It’s not just blogs. Every piece of content that you
create on the social Web needs to be optimized for
search. You have to ask the question, “How are
people going to find this?” Google is the world’s
most important reporter and most important
customer—you have to be thinking clearly about that
from the very beginning.
2. Social Media + Email
Social media and email are much more similar than
they are different. Both try to develop
relationships between brands and consumers.
Historically, bad email and bad social media looked
a lot alike.
Promoting social presence in email
Tactically, the first way to cross-reference your
email and social media programs is to let people who
are on your email lists know you have social media
Enabling social sharing in email
Embed into your emails some sort of sharing tools
where your email subscribers can put their cursor
over. This social sharing concept is much more
relevant and successful because it saves time.
Content level sharing
You can share right from the email instead of going
to a social media site by adding a sharing button to
the top or bottom on your email, or better yet, a
specific component inside the email. Encourage
people to share at the content level, not the email
as a whole. Adding a social sharing tool like SWYN
(share with your network) can expand the traffic on
An exciting aspect of social sharing is that you can
use the results to segment your database. You can
take the information and create segmentation by
coding your subscribers as coming from Facebook,
Flickr, Twitter, etc. and tailoring an email
newsletter to specifically target this group.
List growth through social media
Growing your subscriber list directly on the social
Web is very easy to do.
Tagging new subscribers as coming from social media
is the easiest way to do this. You can put a widget
on a social media or sharing page for subscribers to
sign up for something like a newsletter. All
subscribers from this widget will then be coded.
Social media/Email content development
You can also use your social media program to help
form the actual content of your email newsletter.
Take the best content from your Facebook page, and
the best content from your blog, and put it in your
email newsletter. The premise is you’re going to put
a lot more content and frequent updates on the
social Web than you will in your email newsletter.
So why not use your social Web activity as the trial
balloon (idea for initial conception) for your email
3. Social Media + Virtual Events
The third way to create cross media synergy with
social media is through virtual events, like this
webinar. It’s not about who your audience is today.
What webinars and virtual events make possible is
the ability to garner an audience over time. The
amount of people involved in the live event is
almost irrelevant. It’s how many people are going to
consume the content down the road (tomorrow, a month
from now, a year from now). Your content is always
there because there is no expiration date. If you do
a good job of search optimizing it, it lives on.
More is more. Atomize your content.
Creating content and putting it out on the social
Web yields traffic back to your Web site if it’s
search optimized. The idea is you need to atomize
your content. The old way to do this would be to put
your newest white paper on your Web site and wait
for people to come and download it. But that’s only
one piece of bait in the water. The new way is to
take your idea and perpetuate it in as many social
media forums and fashions as you possibly can,
because each of those content types are going to
attract traffic. Social media continues to pay
dividends over the long haul.
The following are examples of combining a virtual
event and social media outreach:
Twitter + Webinar = Twebinar
A Twebinar is an integration of a webinar and a live
Twitter chat where people can ask questions. At the
same time the webinar is happening, people on
Twitter are discussing it amongst themselves.
Twitter + Interview = Twinterview
You take something as mundane as an interview and
add social media to it, and it becomes a virtual
event people tune in to listen to.
Twitter + Group Chat
At a specific date and time, everyone tunes in on
Twitter to discuss blogging tips, strategies,
4. Social Media & Live Events
The fourth way to combine social media is with live
events. Creating a real world component of any
social media program is a best practice. By taking
something 2-dimensional and making it 3-dimensional,
you’re expanding your marketing platform and making
it that much more powerful.
5. Social Media + Marketing Research
Ask your fans for feedback and keep it simple for
them. They can create products for you that you
never even thought of developing! Twitter research
can be done by survey or poll. Think of what you can
add to your marketing tactics. Social media works
best when it’s part of something bigger. Are you
ready for something bigger? Start your synergy audit
---Source: Marketing Profs online
webinar on Oct. 30, 2009 (www.marketingprofs.com).
Jay Baer is a social media strategy consultant and
coach for corporations and public relations firms.
Send him a Tweet on Twitter: @jaybaer or visit his
blog as www.convinceandconvert.com.
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