The remarkable thing about social media
is not how many companies do it but how
few companies do it well.
Traffic embraces the idea that Public Relations, Traditional Marketing, Online Marketing, and Social Media Strategy are no longer separate entities. The lines blur so you can’t distinctly tell which “agency” is at work at any one time. A social media strategy must incorporate all of these tactics and more in order to be successful. At Traffic, we develop a comprehensive social media program that is tailored appropriately for each client.
Social Media Strategy
The key to social media as a brand marketing strategy is engagement. Social media is micro-influence. Getting people’s attention takes time. Except for the rare occasion of viral sensations, there is no quick way to the top. Social media means putting in time, day in and day out. We view social media as an integrated part of PR, not a “campaign,” which generally has a beginning and an ending. Blogs, video sites and social networks are channels that need to be hit again and again for a company to achieve online visibility.
Social Content Creation
Content is king when it comes to social media success. Talking about what other companies/people/brands are doing and creating is fine, but if you want to be an influencer, you need to roll your own. Content engages readers, increases traffic, helps search engine rankings, and promotes the likelihood of quality links from other sites. This is particularly important for smaller companies that can’t rely on the strength of their brand to drive traffic.
Key Influencer Outreach
In advance of news and content releases, our job is to target key influencers who provide credibility, momentum and visibility over a number of channels, from Twitter gurus to popular industry bloggers. Social media isn’t about picking up as many followers as possible, but instead finding the most influential members of your audience and recognizing them for their value. By reaching out to just a few influencers, it is possible to engage thousands of other people who are part of an influencer’s social sphere.
We build out our social media channels to engage the long tail, which means giving content sticking power. One way to do this is to create content that can be disseminated in a number of places: through news releases, bookmarking sites, Facebook, Twitter, and, increasingly, YouTube and other video hosting site. Online video is popular, easy to share and embed, and with billions of videos uploaded each year, it is one of the fastest-growing forms of social sharing. We encourage clients to create their own YouTube channel to post engaging, original videos that can also be shared on other social media channels. It’s not just about driving people to a blog or website, it’s about broadening reach and increasing interactivity.
Anything you do in social media should arise from how people are talking about your company, your market, your industry and the topics that matter most to your business. This requires consistently putting an ear to the ground. Traffic emphasizes diligent monitoring and listening to ensure our clients stay on top of conversations that matter about their brand and their marketplace. Monitoring also is essential for staying current and engaging audiences.
Social Media Policy
How do you want to express your message? Who is expressing it? How often? We help clients put in place a framework and policy to ensure that everyone stays on message. We focus on consistency by developing a standard list of daily and weekly activities against monthly goals, and establish a streamlined tree of communication that is filtered through the proper channels.