Posts Tagged ‘Twitter’

Social Branding Basics

Yes, social media is only one tool in your branding toolbox, but it’s a good one. Social networking … and social media marketing … are good ways to create a presence and raise your visibility in the marketplace so that you can Be Visible and Get Found.

Good branding strategy begins WELL before logo development or even naming, but once you have established a name (and taken the proper legal steps to make it yours) it’s time to go out and claim that identity online. Hopefully, you already own the .com domain name. Checking on its availability — and then buying it — should have been part of your naming process. (Other extensions are mostly a waste of time.) Now it’s time to stake your claim on the social networks. Open new accounts in your brand’s name on TwitterFacebook (as a Page) … MySpace (yes, still) … NamyzNing PlaxoGoogle (profiles) … and any other social network that 1) reaches your target audience; 2) is a network where you have a personal profile and could link your network to the brand; or 3) serves the industry or marketplace that your brand calls home.

The strategy? To claim — and pre-empt — your brand name and the potential profiles and portals that could be lnked to it, before a competitor (or even a completely unrelated party) does.

Take Aim At Influentials …

Choose quality over quantity always, and especially in social marketing. Using a ‘rifle’ (versus shotgun) strategy aims your resources directly at the people who are most likely to become your supporters and customers. It is efficient in terms of both time and money. Target marketing works the same way in social media marketing and even in vehicles like Twitter.

Think about it this way:


It is more important to reach the top most influential people in a market than to try to create gross visibility in the marketplace. These are people who have the reach, the following and the influence to pass your message on to others who are members of the SAME target market. Think of them as channels, conduits, whatever … but they are certainly influentials. When they pass your message on … by re-Tweeting, by becoming a Facebook fan, or by forwarding your newsletter …  they are indirectly giving a testimonial on your behalf. Seek it, reach out for it and embrace it. It will always be better than a cold contact.


Someone asked the question online: Does having a lot of Twitter followers make you influential? No. Only if your followers are truly influenced by what you have to say, and not just blindly following the crowd. Gross numbers mean nothing if your followers aren’t reading your tweets and passing them on or responding. Look for high numbers of RTs, links and other references. If you’re listening to the networks where your prospects socialize, you’ll be able to spot key influentials pretty quickly. … Lori Martinek, Branding Expert & Author,


Why Social Media Works …

987thepeakOne of the morning DJs on my local radio station is experimenting with Twitter. His station started a Twitter page and has asked all of the on air personalities to contribute. It’s interesting to listen to him wonder aloud why anyone would want to know what he or anyone else is doing throughout the day. That’s a comment I often hear from clients who are just starting to investigate social media: It’s fun, but how can it really help my business?

Social media works … and it works very, very well … and for one very good reason: It solves problems and fulfills needs.

Need a recommendation for a good vendor, a weekend outing or a great way to grow your business? Social media, and Twitter in particular, bring the information you need right to your phone or laptop. Just ask (tweet!).

Trying to make a purchasing decision? Talk to people who’ve bought the product and lived through the customer service experience. Ask your Facebook network, Tweet for info or Twollow (follow) key words that relate.

Want to reach out to new customers or build loyalty among your current base? Tweet special offers … valuable information … links to your website and more … and use key words to make it easy for them to find and follow you.

Looking for a way to build retail traffic or fill rooms and seats? Tweet menu specials … limited time offers … last-minute deals and more. Social media is fast. It’s NOW. No lead time, no printing time, no waiting time. You’ll see results quickly … which means that you can also adjust your strategy quickly, if needed.

Get sales leads and build your networking base. Be social and look for like minds, similar needs and unfufilled demand. It’s all out there, waiting to be found. LinkedIN was created to put people together. Ecademy is all about people who want to do business with you.

Social media works and it works in any economy becuase it is attainable, affordable and accessible for businesses of any age … size … or location. It is the great equalizer … a great communicator … and it can be a highly efficient target marketer. Use it to introduce yourself to it … and you’ll see the possibilities immediately …. Lori Martinek