Nothing Beats a Day of Education – Part 3 Internet Power Marketing

The night before this class I said to DJ, “I bet we can teach tomorrows class on internet power marketing”. We have built websites since 1996 and get great results in organic search. We have heard many of the classes that our industry has taught on internet marketing and in most of those instances; – yes, we could have taught those classes with our eyes shut.  - However, Starr Hall is not your average internet power marketer. We were not prepared for the wealth of information she bestowed upon us in the 75 minutes she had with us. Starr is a powerhouse! She started off telling us how she, as a child used to help her grandmother at tradeshows. She actually was told to “Trip” attendees to get them to stop at their booth!

Whether you are a large or small business you need to have a policy and procedure for social networking. You need to have a plan with goals defined – How can you drive from California to Michigan if you don’t have a map? The same is said about social marketing. – I had never thought about a policy and procedure manual, but it makes sense. We have one for the business, so why wouldn’t we have one for social networking. This policy lays out guidelines for your employees as to what they can and cannot say. – Sometimes what they can and cannot say on their own social networking sites too. You want to increase your company’s exposure, but you don’t want to do it in a negative way. If an employee is posting about the wild crazy parties they go to every night and how hung over they are at work three days a week, it looks bad on your company image. So these guidlines should be spelled out in your manual.

Starr also talked about how to build responses in to your social plan and how to handle negative reviews. At some time in your company history, you will get negative reviews, and how your company handles them out in the social sphere will be very important to how your company is perceived. If you document how to answer these problems before they come up, you won’t be reacting, you will be proactive in your approach.

She also recommends setting goals for social media and this requires you to measure everything. How many emails you receive and  how many sales you produce from it, etc. Constantly try new things and measure the feedback. Find the places your company fits in and become a part of that community. You don’t need to be on every single social networking site. Your company won’t fit all of these sites, so seek out the ones that do and don’t worry about the ones that don’t.