whitepaper_SocialMediaMarketing(1).pdf

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Social Media Marketing

An Introduction for Email Marketers

Peter Ghali - Senior Product Manager

{ Social Media Marketing }

This white paper provides practical advice and key strategies for beginners looking to incorporate email

marketing with social media marketing.

Introduction

Sending and receiving emails is easy and free. We do it all the time with our personal email accounts. With

more than 600 million users on Facebook and more than 175 million users on Twitter, social media is also

easy to use and free. However, once you cross the bridge from email to email marketing, there are suddenly

best practices to consider. The same thing can be said for social media marketing.

Email marketing and social media marketing should complement each other in growing your business

presence and generating leads and customers. This paper is designed for you if you are familiar with email

marketing and want to get started with social media marketing.

Social Media Survey

We recently surveyed 414 iContact customers to learn more about their challenges and goals with social media.

According to the survey respondents, their largest social media challenges were lack of time, uncertainty

about how to determine return on investment, and lack of knowledge about social media.

Social Media Challenges

200

180

160

140

120

100

Lack of

resources

The learning

curve

There are too

many tools

Unsure how to

determine ROI/

value

Lack of

knowledge about

social media

Monitoring tools

don’t meet

all needs

Lack of time

Challenges

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Social Media Applications Used

350

300

250

200

150

100

Social Media Application

For the purposes of this paper, we will focus strictly on Facebook and Twitter, which are the most commonly

used social media networks among our survey respondents. The concepts and ideas in this paper, however,

also apply to other social sites.

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Social Media – Some Key Terms

Before we dive into social media marketing, this section deines some of the commonly used Facebook and

Twitter terms.

Facebook

• Facebook Page – Facebook Pages are associated with businesses and organizations. These used

to be called Fan Pages.

• Fan – A fan is someone who joins a Facebook Page by clicking the Like button for that page. They

see updates from that Facebook Page in their News Feed.

• Facebook Proile – This is a personal Facebook account. It is not recommended that you create a

Facebook proile for your brand.

• Wall – The part of a Facebook Page or Facebook proile where fans and friends, respectively, can

post messages for anyone to see.

• Like – When Facebook users click the Like button, they let their Facebook friends know they like

particular content, and they give their friends an opportunity to read the content and click the link.

This is analogous to a contact forwarding your company’s email to friends.

• Comment – Facebook users can begin a conversation about a post by commenting on it.

Twitter

• Username – In tweets, you often see Twitter usernames preceded by @. Including this symbol creates

a link to the user’s proile on Twitter.

• Retweet – Twitter users can retweet a message to forward it to all of their Twitter followers. Retweets

begin with RT.

• Reply – A reply is a public response to a tweet. The Twitter username of the recipient begins the reply.

• Direct Message – Commonly known as a DM, a direct message is a personal message sent to

someone. It requires that both the sender and the recipient follow each other, and it is not publicly

visible. The message begins with a D and is followed by the username of the message recipient.

• Mention – A mention occurs when a Twitter user references your brand. Any tweet with your brand’s

Twitter username is a mention.

• Follower – A follower is someone who follows your brand on Twitter. Followers receive your tweets, so

it is important to grow your follower count.

• Hashtag – Hashtags include text following a #. Hashtags highlight keywords or topics in a tweet.

Twitter users often search by hashtag to ind all tweets related to a topic.

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Anatomy of a Social Media Post

One of the key takeaways from our recent survey was that there was a general lack of knowledge about

social media (third-largest challenge) and that the learning curve was a bit steep (ifth-largest challenge). Let’s

examine, then, sample Twitter and Facebook posts, using email marketing as a point of reference.

Twitter Post

Information about the content of the

link encourages people to click the link.

In the email marketing world, this is

analogous to the email subject.

Link to additional information.

Posts are not required to have

links. Once clicked, this would be

analogous to the email body.

Facebook Post

Email marketers are used to having only

a “from” name and “from” address for

their emails. On Twitter and Facebook,

you also get a logo/image.

Unlike email marketing, social media allows you

to include text that describes the content being

shared to facilitate searching for the content online.

So, for example, if someone was searching for

#emailmarketing, they would see your content even if

they were not aware of your other social media efforts.

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