Tips for Integrating Social Media Activities

To be successful, no social media effort can truly exist as an island. Here’s some tips, guides, on ways to blend, mix it up, get the most bang—and create an integrated social media campaign.

1. Build Customer Loyalty with Social Media

Online tools such as blogs, Facebook, Twitter, YouTube and others can help provide businesses with opportunities to enhance customer relationships in real time.

Some ways to put social media to work to improve brand loyalty so customers will want to promote your company in a positive way:

  • Monitor customer comments
  • Identify customer needs through a survey that you promote via social media
  • Address customer complaints, resolve the problem and blog about how you took care of it
  • Engage customers by encouraging them to share feedback directly via comments on blogs or on Facebook and Twitter
  • Encourage satisfied customers to share their experiences on social media sites

2. Complement Social Media by Thinking Locally

Large national brands with local presences need to consider adjusting their thinking and content strategy at times by taking a local approach. The local Facebook strategy should complement the national strategy, not mimic it.

3. Direct Campaigns Can Be Bulwarked by Social Media

Social should be integrated into the larger mix and offer three types of campaigns that social media can help—direct, flanking techniques and top-down. Direct can be enhanced by using a one-on-one conversation with stakeholders online.


  • Create a channel for customer-service response on a large social network such as Twitter (e.g., @ComcastCares@NetSolCares)
  • Recruit employees directly through social media (e.g., Sodexo and KPMG UK)
  • Interact and incentivize the most loyal customers in online communities (e.g.,Starbucks and LEGO)

4. Email Marketing and Social Media Work Well Together

9 ways to integrate email marketing and social media:

  • Include social icons in emails
  • Ask email subscribers to share and connect
  • Send a dedicated email campaign
  • Provide incentives
  • Promote email sign-up via social networks
  • Include “Retweet this!” snippet in email
  • Build an email opt-in form on Facebook
  • Don’t forget SMS (text)
  • Promote email marketing on your blog

5. Flanking Technique Campaigns Helps Social Media

second type of campaign that social media can bolster is what they refer to as a flanking technique, where companies and organizations can utilize creative ways to interact with and influence customers.

Examples include:

  • Create or participate in private communities on LinkedIn and other networks (e.g., BIO and GovLoop)
  • Release relevant and tangential data through blogging, infographics, social networks and other methods (e.g., Booz Allen Hamilton and American Red Cross)
  • Release relevant and entertaining content to garner attention from an unengaged audience (e.g., Chrysler and Old Spice)

6. Live Events Can Be Integrated into Social Media

How can a live event create a unique social media experience? Pepsi recently announced plans to stream live music concerts this summer to followers of its @pepsi Twitter feed.

Pepsi has asked fans to share their experiences on the social networking platform with the call to action: ‘Everyone’s got a #LiveForNow moment. Tweet yours.’

You might not have the kind of scale as Pepsi, but how can you use Twitter to integrate users’ experiences from your webinar, sales conference or other events?

7.  “Not Campaigns” Provide Opportunities, Too

Sometimes when all the noise quiets down, we may find that we can hear more clearly.Craig Rodney describes the quieter times, or “not campaigns,” as a time when brands have more opportunity “to listen, converse, share, help and become more engaged.”

8. QR Codes Are A Lot More Than Little Black Dots

A quick glance at a QR code (Quick Response Code) may make you wonder what all the fuss is about—black dots on a white square background. But in recent years, “these two-dimensional barcodes have become common in consumer advertising and packaging, because the dissemination of smartphones has put a barcode reader in everyone’s pocket for the first time. As a result, the QR code has become a focus of advertising, since it provides quick and effortless access to the brand’s website.” (Wikipedia)

QR and other two-dimensional (2D) codes can be readily integrated into your current business marketing practices to bring your online content to a mobile audience in real time.

5 ways that QR codes can grow your business:

  • Plan your QR code campaign strategy
  • Create quality codes and test them
  • Link codes to mobile-friendly or mobile-optimized sites
  • Track scans with code management systems
  • Deliver value and a favorable user experience



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