4 Critical Components of Successful Social Media Marketing

By Ryan Deiss, Russ Henneberry

Part of Digital Marketing For Dummies Cheat Sheet

Social media marketing is made up of four equally important parts, and each of these activities meets very different business goals, as shown in the table that follows.

  • Social listening: Monitoring and responding to customer service and reputation management issues on the social web.
  • Social influencing: Establishing authority on the social web, often through the distribution and sharing of valuable content.
  • Social networking: Finding and associating with authoritative and influential individuals and brands on the social web.
  • Social selling: Generating leads and sales from existing customers and prospects on the social web.

Activity

Goals

Social Listening Manage reputation
Decrease churn (customer attrition)
Reduce refunds
Identify product gaps
Identify content gaps
Social Influencing Increase engagement
Increase website traffic
Increase offer awareness
Grow retargeting lists
Social Networking Earn media mentions
Develop strategic partnerships
Social Selling Generate leads
Grow email list
Acquire customers
Upsell/Cross-sell existing customers
Increase buyer frequency

To get results from social media marketing, first determine the goals you want to achieve. Then focus time, money, and effort on the corresponding social media activity. For example, if the company goals are to manage reputation and reduce churn, the focus should be on developing a strong social listening program.