Integrating Social Media Marketing

As if marketing in general isn’t a challenge enough for supplement industry manufacturers, social media continues to present companies with an array of new and enhanced choices and strategies. My question is: are companies actively pursuing the use of social media? As I continue to “surf the supplement industry net,” I see on the surface basic Web sites still lack marketing punch. What a waste! Furthermore, social media marketing really is a full-time job. It’s not a coincidence that companies have and are creating internal social media teams or hiring marketing firms to oversee this 21st century marketing territory.

For those who have, or are starting to embrace social media marketing, here are a few questions you should be asking yourself.

• What platforms should be used to promote a company or blog?
• How many channels should be selected to achieve company goals?
• Should you stick with what you know or push the boundaries and test something new?
• What channels should you consider to communicate to target markets?
• What are messages should be sent out?
• What listening tools should be used?
• What apps should be used to increase efficiency?
• What analytics tools are the best for your situation?

And just where do you start? Here are a few tips.

1. Define your audience as clearly as possible, identifying the target groups you are trying to reach with your marketing message. Is it mommy bloggers, Gen Y, Gen X, baby boomers or LOHAS groups?

2. Set goals; for example, are you seeking brand awareness, sales leads or actual sales?

3. Develop your social media marketing strategy.

4. Research the tactical level of selecting social media platforms that are appropriate for your audience. Where do they hang out, i.e. Facebook, YouTube or other channels? Then calculate what resources (i.e., financial, tools, staffing) are needed.

5. Optimize and integrate your social media channels such as Facebook, YouTube, Twitter and LinkedIn with your Web site and blog.

6. Don’t forget to develop a public relations (PR) strategy to promote and publicize your social media messages. (This point could easily be number one.) PR is a key element of successful social media marketing.