Social Dialogue Marketing Drives Word of Mouth
If a tweet falls in a forest and no one is around to share it, does it make a sound?
The short answer is: nope. If your content isn’t shared socially, it simply isn’t social marketing. As social media marketers, driving word of mouth is our only goal.
Social Dialogue Marketing Metrics are Based on Action
Word-of mouth marketing is a hallmark of social dialogue marketing gone well. It’s a form of engagement, and online community engagement is trackable. Measuring the success of social media marketing campaigns is therefore best accomplished by using metrics associated with action: tweets, shares, emails, likes, other cleverly-named clicks.
Traditional PR and advertising models use impressions to measure performance. Facebook, Twitter and LinkedIn do too, and for good reason: it’s the biggest number, and it provides an idea as to the possible number of people in the forest. The old advertising adage is that people won’t remember your brand until they’ve seen it 7 times, so the number of impressions is a good metric to track, especially in advertising and PR.
Successful Social Dialogue Marketing Leads to Earned Media
In a social media marketing program, the inherently participatory nature of social media can increase your impression number exponentially. When someone with 700 followers re-tweets your content, and 5 people in their network in turn re-tweet that content, your community members are giving you earned media on their personal networks. This is where word-of-mouth becomes incredibly powerful, and it’s a primary reason we as social media marketers strive for inciting the share over everything else.
The most compelling advantage of social media as a communication channel is that it combines the scale of traditional broadcast advertising with the dialogue of a personal sales call. By using impressions as an indicator of a sound channel strategy, but using the actions themselves as a measure of performance in a social media marketing campaign, we’re well on our way to word-of-mouth greatness. (Psst… tell a friend.)
Social Dialogue Marketing & The Four C’s
The 4 C’s of Social Media Marketing provides a framework for applying traditional marketing principles to the wild west of social media marketing. Social listening is the first step in leveraging the available tools and technologies out there to understand what a target audience is saying; as we discussed here, the second step is to use this information to jump-start interpersonal, credible, and viral word-of-mouth sharing. We’ll dive into the 4 C’s themselves in future blog posts, but in the meantime, you can download this free social media marketing how-to guide in order to provide some context for driving social media marketing strategy and ROI.
Social Dialogue Marketing is Social
At the end of the day, we must remember that social media marketing is supposed to be social. Being social implies some sort of interaction between people. The hallmark of honest social interaction is, you know, honest social interaction. So when we’re thinking about pre-scheduling all those tweets, we have to bear in mind that placement on a social media channel doesn’t make our marketing social. The difference between monologue advertising and social dialogue marketing is word-of-mouth sharing.
Tweet wisely, soldiers.