With Rob Nilsen
Rob Nilsen is a graduate of Long Island University (C.W. Post Campus) with a B.A. in Criminal Justice as a member of the Criminal Justice Honor Society (Alpha Phi Sigma) in 2006. In addition, Rob served in the United States Marine Corps during that time
period. Rob has also received his Masters Certificate in Internet advertising from the University of San
Francisco and has received educational development from the IAB (Interactive Advertising Bureau). Rob serves on three committees on the Interactive Advertising Bureau including Social Media, Digital Video, and Mobile Advertising. It is Rob Nilsen's unique vision to create a full service, compliant, and transparent agency that continues to drive day to day operations in Rob's Current Role as Chief Marketing Officer at Far Flung Interactive and Founder of All Media Agency.
OF THE WEEK
Monday, October 25th, 2010
Author: Rob Nilsen, Internet Marketing Specialist
Social Media Requires Social Activity To Become Successful
It seems that everyone
wants to be involved in social media marketing from small businesses
to large corporations. It may look easy to set up a campaign with
the successes of a company like Dell or Comcast or have a Youtube
video go viral like the “Old Spice Guy.” However, there is a lot
more work involved. Social media marketing is not just setting up a
Facebook profile and hope people visit your page. The same is true
with Youtube. You cannot just create a video onto YouTube and hope
for viral success. There are usually four key components to every
social campaign (Research, Strategy, Engagement, and Measurement).
However, it is normally “Engagement” that is forgotten about when it
comes time to market your business or product. Social media requires
that you are social. That is why it is called Social Media. Again,
it is not just sending your messages out there. You have to engage
the different communities and users the same way as if you were
dealing with a person in person. When was the last time you spoke to
a random person and said “Get This Product” or “Come to this event?”
Exactly, so why post blindly or participate in annoying behaviors.
It is best practice to research the community or group, listen to
the community, and find out who are the real contributors or
influencers are in the community from the average participant before
you even type one word. Now you have a better understanding of the
group and how communication flows to become fully engaged with the
audience by asking questions, offer advice, and give some value to
what you are saying to the community. Finding relevancy, knowing
about your presence, and search engines are reasons why engagement
has to be a central piece to any social media strategy and are
elements to why engagement is important.
Social media can be very labor intensive and that is why automated
social media tools can be appealing to find friends or people to
like your page. Some companies or users make the mistake of starting
off really big in social media and find out they cannot maintain
that level of activity in the community and turn to tools like these
to try and solve the issue or think that automated tools will make
them grow very rapidly.
Audiences are not keen on being manipulated and they will shout or
report you if they suspect that anything is out of the ordinary.
That is why it is important to set the right expectations when you
start engaging with the audience. For example, at some point
everyone receives or has received a message similar to this.
I took a look at your Facebook page and it looks great! I thought
you might like to join my group since we both like music.
More than likely the person that would send a message like this
message did not take a look at your page and does not care about
your page. It is an automated message that was sent to thousands if
not millions of users.
Having human qualities and engagements like asking or answering
questions or sharing thoughts and ideas are all human engagement
opportunities of establishing and building a relationship with your
target audience that you cannot get from automation or by setting up
a profile in a social media community that is not active. Having
social activity in social media can lead to a lot of success if
planned out and utilized properly. Using automation could create
major consequences that could jeopardize your entire social media
Author, The LI Internets
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