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Social Media Marketing Success: Engagement


Engagement is the key to social media marketing success

To understand why engagement is important for social media marketing success, you need to understand how social media marketing works — what social media marketing does to support your brand.

Why are social networks important?

The basic function of social networks in supporting your brand is the amplification of your message through your social media marketing efforts.  Social networks also decommodify commercial messages — this sounds really complicated, but it basically means that when you hear advice or recommendations from your friends, it’s more believable than hearing it from a business even if the message originally came from the business.  roi of social media

And, engagement is the key to both gaining this amplification and decommodifying your messages.

Let’s look at a little example of how social media spreads a message compared with traditional media.

This assumes each fan/follower in your network has 300 friends.  Assume 10% of your fan/follower shares your message with their network and 10% of those friends share your message with their network.  It only takes a few “generations” of such sharing to reach very wide distribution of your message.

Now, compare this return with traditional media – even the Super Bowl, the most watched program 2 years running, only reached 111 million viewers in 2011, according to Huffington Post.  And the cost of that ad was over $3 million for 30 seconds, which doesn’t include the production costs for the commercial, which can be another million or more.

 How to create engagement?

  1. Give fans/ followers stuff — free product, advanced or exclusive access, valuable advice and support, etc.
  2. You create engagement through self-disclosure — be a real person.  Let your network backstage to see how things work and let them get to know you.  For instance, the social media manager at California Tortilla talks about plans to introduce new products or gets feedback on their new logo, but she also shares things going on in her personal life so she’s more like a true friend.
  3. Create engagement through interaction.  Real friends talk TO each other, not AT each other.  True friends don’t pick up a megaphone at a party and shout about how wonderful they are.  True friends are interested in you as a person, so they ask you what you think, how you feel, what you need.
  4. Reciprocate.  Reciprocity is basically tit-for-tat meaning you have to give to get.  Generalized reciprocity is what builds communities – it’s the notion that if you help someone when then need it, someone will help you when you need it.  And reciprocity builds engagement.
  5. Nothing beats great customer service.  It’s a gift we give our customers.  Great customer service tells customers they’re important and tells them we care about them.  And great customer service is easy.  Create processes that work, hire people committed to those processes, and monitor the processes.  When there’s a problem, fix it immediately. Negative word of mouth travels 5 times faster (and farther) than positive word of mouth.

For instance, everyone who +1’s my posts on Google+ gets thanked.  Everyone who shares my Tweets, gets thanked.  Everyone who comments on my blog or on my status updates in Facebook, gets recognized.  An “Atta boy” goes a long way toward encouraging behaviors that promote your brand.

I’ve built a tribe, which you’re welcome to join – it’s on Facebook and it’s called Social Media Marketing Tribe.  Members support each other by sharing information others might find valuable, we share each other’s work, and we compliment each other when we accomplish something.  If a member needs help, we give it.

Well, that’s enough for today.  Tomorrow, I’ll give some more insights on how to create engagement in social media.

Meanwhile, be sure to subscribe to my newsletter, where you get cutting edge insights, advice, social media news, and discounts on social media products.  Trust me, you’ll be happy you did.




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Tweaking Your SEO by Beating the Autocomplete with Steve Wiideman

All your marketing are belong to us…..yes it’s nerdy, but you’ll find that the deeper you get into this stuff, the more technical it becomes and the myopic you will become.

I’m an SEO guy who does advanced studies on Google and Bing algorithms. I cracked the Google Autocomplete code a few months back….

Learn 13 of the most influential factors to Google Instant’s new Google Autocomplete, the search prediction engine launched in 2010.
Steve Wiideman

‎( and am about to set the SEO industry on fire with two insane products and one strategy book that will put many agencies out of business. Page 1: Download your blank SEO Report, Page 2, now let’s get our baseli…ne and create a column off to the far right we’ll call our “delta”.

Lear more about me at and come hang out with Angela Hausman, Vak Sambath, Benny Luo, and Lorene Joynson for another fun-filled Ask a Marketing Expert this Friday – oh and share this thread when you invite others – see ya there!

All your marketing are belong to us, wow, can’t believe I remember that old nerd memory: – I think this rehash qualifies me for the Geek of the Year or maybe just Geek of Cinco de Mayo. :)

Angela Hausman Thanks for the mention and promotion of Ask a Marketing Expert. Its a great place to ask marketing questions, share innovative things you’re doing (like your new SEO study), and build a reputation. I hope you can join us tomorrow.
Lorene Joynson By the way Steve – I’d like a copy of your Strategy book with an autograph!
Steve Wiideman awe….thanks Lorene Joynson, it’s the most exciting thing I’ve ever done in my career. Like giving away the winning lotto numbers.

Online Survey Tools

Roz Christina Moore Hi everyone, I’m an intern with MarketingThatWorks.TV and an Independent Marketing Contractor in the DC area. I am interested in knowing which e-survey tools (besides Survey Monkey) that you like. I will be working on a customer e-survey for a marketing project. I appreciate your feedback!

Angela Hausman Roz, great to have you join us today. I only have experience with SurveyMonkey and its been a pretty positive experience, so I don’t have much to tell you. I’ve not used any other survey tools for online.

Lorene Joynson I have also used SurveyMonkey and it was very good!

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Employment Opportunities: Companies Hiring Marketing

Leadership Development*: Job # 2128048 Deadline 2/1/11
* Management, Marketing, IS, Supply Chain Majors

• Coca-Cola UG INTERN/FT
Sales Operations Summer Associate: Job # 2128685 Deadline – 2/4/11
Sales Leadership Associate: Job # 2128686 Deadline – 2/4/11

Federal Analyst Scholar Intern (UG): Job # 2127972 Deadline – 2/9/11

• The Advisory Board UG/FT
Marketing Associate: Job # 2128210 Deadline 2/16/11
Contracts Management Leadership Program
Job # 2128630 Deadline – 2/17/11

Corporate Merchandise Training Program*
Job # 21282773 Deadline – 3/17/11
* Fin. /IB, Mgmt. /Hosp., Mktg., Supply Chain, Acct., Majors
Planning & Buying Intern*: Job # 2128774 Deadline – 3/17/11
* Fin. /IB, Mgmt. /Hosp., Mktg., Supply Chain, Acct., Majors

• Please view the various opportunities available with the following companies:
• JP Morgan
• Alliance Bernstein
Overview of the Sophomore Symposium Program:
Three-day, expenses-paid, immersion into the world of finance. The program provides sophomore students with an opportunity to jump-start their career through an exciting, hands-on introduction to business.
Deadlines for the two programs are listed below. Both programs are posted on the UBS web site at and can be found using the appropriate job code(s).
Program: 2011 UBS Sophomore Symposium
Dates: May 23 – 25, 2011
Deadline: Friday, March 11, 2011
Job Code: 68288BR

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PollDaddy Rating Plug-In Test

This is a test to see how the WordPress plug-in for PollDady works and displays on

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