Social Media Marketing

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Social media marketing: Connect, delight and grow your community

Your customers are in different social media channels, interacting with their friends, colleagues, and favorite brands. Whether B2B or B2C, fostering a relationship with your customers and leads in social channels is key to your global marketing success.

Our Methodology

Market Research

The key to success: Thorough market & competitor analysis

Marketing Mix

Choosing the most effective marketing channels for reaching the campaign goals

Campaign Building

Precise targeting and emphasizing the unique value proposition (UVP)

Data Analysis

Advanced use of analytical tools promoting real time conclusions


Constantly improving the campaign based on the lead quality

Social media as a foundation for fostering relationship with your leads and customers

How do you start?

  • Define the goals of your social media marketing strategy first
  • Find out where your audience is
  • Build your social media marketing strategy


Within social media marketing, there are many different channels and tools. To continue diving into the many options of social media marketing, go to Facebook marketing, YouTube marketing, and Linkedin marketing.

Social media marketing – why should you care?

Over the last several years, there has been an explosion of growth in popular social media platforms like Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and many others. It’s safe to say that the era of social media is just getting started, and the need for social media in business will only become stronger over time.


The whole world has seen the impact of the expansion and adoption of social media tactics, and the rising stats speak for themselves:

  • Facebook has over 1.19 active users monthly (
  • 72% of all adults use social media networks (
  • 1 in every 5 adults uses Twitter daily (
  • YouTube reaches more US adults age 18-34 than any cable network (
  • 86% of employers research potential job candidates on social networks ( For those who were not born into social media, it is sometimes hard to realize how much impact it has on our everyday lives. This YouTube video helps you realize it.

Social media marketing as part of your marketing strategy

Whether you are just starting with your global marketing strategy, or you’ve been at it for a while, and thinking of ways to boost lead generation and sales, the statistics above make it clear: Your customers are in different social media channels, and if your company is not around to be there to interact, a competitor will be. There are tons of opportunities to add value and making that connection can help build a potential customer’s relationship with a company, brand, or representative. Those relationships create the foundation for what can eventually become one of your greatest marketing assets: customer advocacy.


Building customer advocacy requires patience and time, but it pays off. Once you develop relationship with your customers, add value, delight, and engage with them in meaningful conversations, your customers become your advocates, and they start sharing their positive experience with your company and brand with others. This is when your social media marketing takes off.

Making sense of the different social media marketing channels

Deciding where to focus your social media energy can be a confusing process, as time is short and resources are limited. You can divide the social marketing channels into three main categories:

  • Owned”: These include channels that are owned by you, such as your blog, your forum and any other channel that you decide to grow in-house. These channels include content
  • Rented”: Channels where you “rent” space on – establish a presence with the acknowledgement of the management. LinkedIn, Facebook, Twitter, YouTube, Pinterest, and Instagram are great examples.
  • Distribution only”: This category involved channels that you can engage with, but you have no official presence there – other bloggers, for example, or distribution channels such as Reddit. You have very little control over these channels.


At the beginning you will probably focus on developing components of the first two categories. But first, you will start with devising a social media marketing strategy.

Developing a social media marketing strategy

When just starting off with social media, it is important to go step-by-step when creating your social media marketing strategy. Here are some of the basics to keep in mind:

  • Define the goals of your social media marketing activity – is it branding and awareness, or is it lead generation? This would help you focus on the right channels
  • Define your audience – who would you target on social media?
  • Find the right social media channels – based on your audience preferences and your goals
  • Ensure your social media activities integrate with your other marketing activities – for example, your content development efforts, blog posts calendar, and conferences should all be taken into account when planning for your social media activities
  • Plan your resources in advance – Social media marketing is an ongoing task that takes time and effort.
  • Measurement Plan – Develop a measurement plan as part of your social media marketing strategy

Social media marketing channels to start with

Where should you start? As we said before, this has to do with your marketing goals, but also on your budget and resources. IBM, for example, has established presence in over 100 channels, for different audiences. You may decide at the beginning to start with one or two.


The main social media marketing channels today are LinkedIn, perfect for B2B lead generation efforts; Facebook, the biggest social media network on the world; and Twitter, the micro-blogging platform, with a strong US presence for both personal and business. Other prominent social media networks to consider are YouTube, Google Plus, Instagram and Pinterest.