When Should I Pursue Social Media Marketing?

Social media marketing may come out of a desire to fill a specific need. For example, your product launch may be around the corner and you want your audience to know about it. As we’ve discussed in this chapter, a variety of scenarios may call for a social media marketing campaign.

However, there’s more to social media marketing than just a campaign. It is best to be involved in a consistent dialogue and not just participate in the social media marketing playing field when damage control—or product awareness—is necessary. It is best to build up a loyal following of supporters who can stand by you when you do need a helping hand.

You should monitor conversation on a regular basis. Engagement should be the norm. You should frequently empower brand evangelists and highlight valuable initiatives for your business. Once you get a handle on social media marketing and understand how best to approach your constituents with the utmost transparency, you can participate in the conversations and foster relationships that will make your business and its offerings a lot more powerful in the eyes of your listeners.