17 Crucial Things You Must Know for Social Media Success

by Randy Duermyer on May 28, 2010

The online Social Media Success Summit 2010 has come to a close.

I feel fortunate to have attended all but one of the daily sessions throughout the month of May.

The presenters were amazing and some of the statistics downright astonishing. The daily tips – some of which I’ve already seen work on a first-hand basis – were invaluable.

Here are what I consider to be 17 crucial takeaways from this year’s Social Media Success Summit to help you get it right and stand out in the crowd.

  1. Social media doesn’t create buzz, it uncovers it.
  2. You need to hang out where your customers and prospects hang out and listen to what they are saying about you and your competition. However, you also need to know when to join the conversation and when not to butt in.
  3. Social media efforts should not be viewed as short-term campaigns but as a long-term strategy to listen to and engage with customers and prospects.
  4. No law says you HAVE to participate in social media, but there are 3 primary reasons for doing so: Building awareness; Building sales; or building loyalty. You must know why you’re doing social media to succeed.
  5. Social media marketing requires a clearly-defined strategy that incorporates goals, objectives and key performance indicators (KPIs) to measure success and ROI.
  6. Like other forms of marketing, social media marketing needs to incorporate tactics for ARC: Attraction, Retention and Conversion. To a greater extent than other forms of marketing, social media adds Referrals to ARC, which creates a continuum.
  7. Everyone within an organization (at the very least, customer-facing employees) should be aware of your social media strategy. Choosing those who are most passionate about social media to represent you is often better than choosing participants based on their titles.
  8. Users rely heavily on Facebook, Twitter, YouTube and LinkedIn search. Therefore, optimizing your blog and social media profiles for your targeted keywords is essential to getting found.
  9. Because your social media efforts help strengthen your SEO efforts and vice-versa, you shouldn’t consider engaging in one without the other.
  10. Using a blog as your home base and Facebook, YouTube, Twitter and LinkedIn (and other outlets) as outposts or “embassies” to drive traffic back to your home base is a proven strategy that can provide great results.
  11. Mobile marketing is now in its nascent stages, just as social media marketing was a few years ago. If you are participating in social media, you are already participating in mobile marketing whether you realize it or not.
  12. Using social media for contests and to promote both online and offline events can draw large crowds when executed properly.
  13. Like content marketing, your social media marketing efforts should be geared toward building relationships and trust with your customers and your prospects. The payoff will come in time. As you build awareness and trust, people will want to do business with you.
  14. Your content drives everything. Content needs to be engaging and should be re-purposed in various formats, such as articles, videos, podcasts, Facebook and LinkedIn updates and discussions, etc. Mix up your content to provide variety and make it easy to share.
  15. Developing a network of contacts (webmasters and bloggers) who are already reaching your target audience is an important way to spread your message. However, you need to treat these contacts as people, not as news outlets.
  16. Facebook advertising delivers your ads to the most targeted market your money can buy. LinkedIn is where you need to be if you want to reach decision makers.
  17. While social media is constantly changing, it’s not a fad and it’s not going to go away any time soon.

Social Media Success Summit – Index of Session Takeaways

What are your thoughts on social media? Are you actively engaging in social media marketing or still waiting on the sidelines?

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