There is more to social media then links

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I’ve never been a fan of the word “linkbait” but it has stuck within our industry and so I’ve learned to adapt and accept it, even use it. One of the problems with linkbait is that it doesn’t suggest a well thought out social media marketing campaign. It suggests that all we care about are links so we can increase our search engine rankings, nothing else.
Brian Provost wrote a great post on this subject the other day…

Adam would have been a great audience baiter. And that’s what we’re all chasing. An audience. Not just links. Not just traffic. Not just mindshare. We are lining up the dominoes so they fall in such a way that all of those things happen as we create a captive, recurring, defensible audience.

Sure, I love links as much as the next guy and I’ve never been one to turn down a good link, but if you’re doing a social media marketing campaign for links alone you’re missing out on some benefits in a big way. Some of these benefits include…
– Branding
– Traffic
– Increased sign ups and sales
I know what you’re about to say, social media marketing campaigns don’t convert. That traffic just comes in one big wave that doesn’t amount to anything but a few links and a increased server bill. The truth is, if you create a well planned social media marketing campaign which involves determining your audience and making sure you engage them, you can accomplish all of the above things. The process of planning and executing a social media campaign is something that deserves it’s own posts, so I will leave it at that for now. Anyone have any ideas on this, are there any other things of value that you have noticed when it comes to social media marketing?

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Cameron Olthuis

Cameron Olthuis

Cameron Olthuis

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Where the rubber meets the road: A look at SEJ's own social media strategy.