The key to a successful social media marketing campaign, is knowing when — and how — to use the medium. That’s the central theme of my latest Long View for GigaOM Pro, “The Dos and Don’ts of Social Media Marketing” (subscription required).
If you’ve been reading WebWorkerDaily over the past few weeks, you might have noticed that we’ve been discussing the way that some businesses are using social media marketing in wholly ineffective, or, worse, inappropriate ways. Georgina kicked off the discussion with a look at the problem of businesses rushing headlong into social media in “Businesses in the Social Media Trap,” while Aliza explained why some Facebook pages are set up for failure in “5 Things That Don’t Work on Facebook Pages (and 5 That Do).” Aliza also provided an example of how social media can be effective through the use of a novel, well-planned campaign in “Anatomy of an Indie Film’s Social Media Campaign”
In my Long View, I take a deeper look at the problem of businesses clamoring to use social media without understanding the medium, leading to social networks littered with accounts that are effectively junk. I provide some examples of recent social media marketing campaigns from organizations ranging from Burger King to Livestrong, and explain why they worked (or in many cases, why they didn’t), and share a set of five commonsense social media recommendations for businesses. Read the full post here.