Social media Marketing – getting buy in

Something that we come across frequently is the disconnect between client companies signing up to the whole concept of “marketing as a conversation” and then getting those people in the company that need to engage with the audiences to, well, engage.

We’ve approached this in a few different ways and the method which seems to work is of gradual immersion into the conversation through a structured drip feed of activity. Kind of like being a social media dealer and trying to get the clients addicted to the interaction. (Is Twitter the crack cocaine of SMO ?).

In some cases it starts quite simply with structured (but always authentic and valuable) blog posts which invites comment and conversation. Monitoring of the social babble to find strong conversations to start engaging with is alarge part of what we do.

At some stage, not too long into the process, there is a tipping point. It could be a tweet from someone they respect or a comment which starts off a strong debate but when this happens they’re off and running.

So the secret client participation is to make it easy, measure the results and show how worthwhile the activity is.

Can it be that simple?

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News of my demise…

The glee with which the 5% downturn in Facebook traffic b/w Dec 07 and Jan 08, was reported was quite unsettling, remember the print papers during the dotcom bust anyone? (shudder)

So lets put it in context. First of all the traffic is 712% up than January 2007. Secondly there doesn’t seem to have been so much of a down turn as a stats error with Comscore’s panel changing as college kids went back to school in September, knocking out trend figures.

Stuff you should know about Facebook.

  • Facebook has over 64 million active users, 8 million from the UK.
  • Largest growth rate is now in the over 25s
  • Half of active users visit the site daily with average user visiting for 20 minutes
  • 14 million photos uploaded daily (put this in the context of Flickr 3-5 million daily)
  • 450 people work at Facebook with 65 billion page views per month