Achieving Success with Social Media

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Traditional marketing will never go away- it has a habit of sticking around. I still get random surveys through the mail, physical coupons as well as those oh so lovely hang tags on my door knob.

Internet Marketing started emerging, intertwining and aiding traditional marketing into moving to a new medium. But there’s also a new animal in the 21st century… and that animal is social media.

It’s hard sometimes to reach through to companies who have been around for a long time; it’s hard for them to see the value in having an 360 degree online presence. Some have gotten their feet wet in the past, but it’s only recently that companies are really taking the plunge into internet marketing and social media.

I had an invaluable experience on Wednesday of this week. We launched a contest for our Spring Summit utilizing Twitter as the main platform for results.

When the contest started, I don’t think I was prepared for what happened. I had thought a few tweets here and there would trickle in- nothing major at least until it set in and the Twitter-sphere could pick up on it. Within SECONDS (and I’m not exaggerating) we started getting tweets with #SSSS and a team name. The influx after that was just awe inspiring. I couldn’t stop staring at the Twitter stream in front of me. It seemed like every second, three new tweets would show up.

This truly shows the strength that social media can bring to a campaign and why companies embrace it.

What exactly are some ways to achieve success with social media?

  • Diversify your social media. Users have different preferences and you don’t want to lose out on conversions by not appearing on a widely used platform. Social media monitoring of your brand can be utilized across all platforms.
  • With that said, don’t ONLY use social media and neglect an actual web presence. A stable website, updated regularly, should always be available. Don’t rely only on Twitter, Facebook etc.
  • Engage your followers and fans. Nobody likes a one sided conversation- you need to reply and let them know that you’re there.
  • Maintain a constant and steady persona. Social media mood swings are the equivalent of “in real life” mood swings. They aren’t pretty. Keep your personal problems out of your interactions.
  • Regardless, you need to humanize yourself as well. Share tid-bits here and there- build your personality. Just don’t be erratic.
  • Offer useful information not related to your company or yourself. Sharing is a huge benefit that comes along with the internet.

If you’re interested in seeing a company who has a great online presence, visit Dunkin Dunuts on Twitter.They have great customer engagement; always posting up contests and interacting with followers, as well as posting up helpful information about various locations.

The Redbull Facebook fanpage is also another successful integration of social media into a brand. Often they announce contests and interesting extreme sports events. They also include a tab that has tweets from Red Bull athletes on Twitter.

Social media has a constant learning curve. As new platforms arrive, we’ll have to adapt and learn what works best for ourselves and our business. While it’s hard to go wrong when leaving yourself open to customer engagement- you can lose out by not having that be a part of your brand.

We’re all guilty of doing things wrong on Twitter, Facebook or whatever else we’re using. Sometimes we might flood our followers with tweets and posts every 2 seconds, and other times we won’t even be there at all. It’s like you’re either blowing up someone’s phone every 2 seconds in real life, or disappearing off the face of the planet. Follow the guidelines I put up above and you should have a nice solid foundation for building your company’s brand using social media.

Anybody out there have some interesting tips or strategies that they’ve been implementing? Do share 🙂 I always love to learn more!


Selena Narayanasamy
Selena is a "many-hat-wearing" digital strategist, consultant, and President of Orthris. She loves taking ideas from creation to execution, and owns multiple publication websites in... Read Full Bio
Selena Narayanasamy
Selena Narayanasamy

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  • ceebee

    diversifying is the way to go.

    • Selena Narayanasamy

      I agree! You can reach a wide audience and different levels of interaction are acceptable depending on what site you are using. For instance, Twitter is extremely limited by the amount of characters you can use- a facebook fan page allows for a lot more direct integration with your website as well as more information and direct user to user interaction.

    • Selena Narayanasamy

      it sure is! it's so very important, in the instance that one platform becomes obsolete.

  • Pete

    And if you want to see a really bad example, check out Nestle's Facebook fan page.

  • dkdslsdon

    What about the spiritual aspect of using social media. Is there such a thing?

    • Selena Narayanasamy

      spiritual aspect? can you explain what you mean?

  • seo company

    Network is the most important form of currency and social media tools make it easier to establish connections.
    The problem, of course, is that because everyone has free access to these tools, “the definition for standout is more important than ever and different than it was 10 years ago,”

    • Selena Narayanasamy

      Yes of course. And also, because everyone has free access to these tools, often times the standards get raised higher and higher until companies have to be completely outrageous and out there to get their fans and consumer's attention. It's a catch 22.

  • video search optimization

    the cage of the marketing community since he made the imaginative leap from journalism to the brave new digital …

  • jarrodskeggs

    Thanks for the great tips. I will be sharing these with our followers and readers. (Credit to you of course).

    I really like what you said about not ignoring the need for a bonafide website to anchor your web presence. For all of our clients who use Social Media for marketing, (all of them at this point), we build their website with WordPress and literally make their website a publishing platform that pushes their content out automatically to Facebook, Twitter, LinkedIn, Email, etc. This doesn't mean that they don't use Social Media independent of their website, but in most cases, they want to ensure that their message reaches their clients and prospects in whatever way those clients and prospects want to get it.

    Thanks for sharing.

    • Selena Narayanasamy

      Thanks!! I actually love that you can do that with wordpress. My personal website automatically publishes to Twitter when I put out new posts. It makes it convenient, and plus the reader never feels like they have to keep checking back on my website.

      It's a nice way to make use of Twitter even though you're restricted in characters that you can put out there. It's true, the most important thing is making sure that the messages reaches their target audience in whatever way they are comfortable with 🙂

      • jarrodskeggs

        Selena, this is so true about Twitter. I think for a lot of folks, Twitter is becoming or in some cases replacing the RSS/News Feed reader. I know for myself and many others it's a “radar” of sorts. Very important for people to consider as they establish and build a strong web presence for sure.

        You've got some high quality content here. I'll be directing our clients here as I believe that your content will help them a lot after we give them the “keys” to their new website. Keep up the good work.

      • Selena Narayanasamy

        Thanks so much Jarrodskeggs! I really appreciate it 🙂 I hope they enjoy reading this article and take away a solid foundation in social media.

        Thanks again.

  • Bill

    Social media has had an interesting impact on businesses. Those who were good at the social part, interacting with customers, etc…, are having a heyday with the new marketing/customer service medium. Those with broken system and weak values in this regard have also been brought to greater light. Others have used it as an opportunity to fix their issues and get focused on the customer. All business is personal.

    • Selena Narayanasamy

      It's actually amazing how much is revealed through social media. Some companies might have great commercials when they have time to plan for it- but they have absolutely no viral/social media skills. It's almost like a person who can write awesome letters, but when they're put on their feet in person they fail.

      Another thing too, is that a lot of companies keep around their marketing staff that's been there for a while. Often times there are older employees who may have done marketing back in college. Bringing in fresh blood (haha) is a great way to revamp your advertising and marketing. The problem arises when you have a marketing department who is not innovative and who doesn't research trends on their own.

  • Marty

    Engaging your followers is the most important. Get them talking. If you don't create a buzz around a particular topic than you will likely find yourself in a stand-still. Social media is all about dialogue. Social media can work as long as you know how to use the online tools.

    Still interested in learning more about social media? Take a look at this YouTube video:

  • The Small BizNest

    I think one of the most difficult aspects of the process is keeping track of all the different social media tools that are available. Please feel free to check out the “Interactive Online Marketing Ecosystem” I created for people who would like to see all options in one place. I'd love to hear about any tools you think I'm missing.

  • Kenna

    Great article and ideas! I know several marketers take advantage of the twitter feeds that automatically update without spamming or being too annoying. It is so helpful keeping connected to your customers yet allows you freedom to work on other marketing techniques. Dunkin Donuts is great. I am curious if they are utilizing a social media person or if they are automated.

    • Selena Narayanasamy

      I think they're using a person- they get involved in a lot of conversations, and if it's automated then that's one heck of an automator they have 🙂

  • web design

    Thanks for this great article. It is really nice that companies can use for example social networks to promote their products but some of them loose it and the effect is even worse. I haven't seen Nestle, but there are some other companies that really missed the point.

  • Adult toys

    what's important is what's next.

  • Adult toys

    what's important is what's next.