Page 11

Word of mouth in Social Media happens through someone favorably tweeting about your products and services to their network of Twitter followers. It could also occur through someone “liking” your Facebook page or writing a review on a site like Yelp. Referrals can come through someone retweeting your tweet, sending a link to your site to their Facebook followers, or posting a recommendation on your LinkedIn profile. A Social Media referral might also be an invitation to write a guest post for a blog which would introduce you to a new audience. Advertising through Social Media works the same as traditional advertising – you pay to play. But with Social Media advertising you have greater control over who gets to see your ad. I’m going to use Facebook ads as my example (LinkedIn and Google ads are similar) because they offer so much flexibility in reaching the right audience. Facebook ads will guide you through a set of forms for creating your headline, entering a link for viewers to click on (this can go to a landing page that you create that elaborates on the information contained in the online ad as well as your call to action – click here to purchase, click here to download a whitepaper, click here to receive more information, etc.) and the body of the ad. The number of characters for both the headline and the body of the ad are very limited. You will need to be very brief – yet make the ad compelling enough to encourage the viewer to click on the link. You select the demographics of the audience you’d like to see the ad. You can go as wide as an entire country or as narrow as a city. You can select age groups, gender, interests and job titles. As you make these selections, Facebook will show you the number of people who fit your criteria. You chose whether you want to pay per click or pay per impression and select a daily budget, for example $25 per day. This means you can control your budget and run the ad for any number of days you specify. Social Media benefits your online presence. By taking advantage of multiple platforms, you increase your chances of amplifying and accelerating your message and presence. But most important, Social Media makes it easier for prospective buyers to find you.

by Apryl Hanson About the Author: Dawn Westerberg is the President of Dawn Westerberg Consulting LLC where she specializes in helping business owners fall in love with their business again through installing marketing systems that optimize fun work and awesome results. She is an Authorized Duct Tape Marketing Coach and has held senior management marketing positions at Sage, Lawson, and Open Systems. You can learn more about Dawn at www.dawnwesterberg.com.

bell•weth•er -noun: one who takes initiative or leadership

11

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...