How to be successful in Social Media Marketing and Journalism
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Social Media marketing as well as journalism may allow all comers affairs but that does not mean it is an easy task. It may be easy to participate due to the nature of web 2.0, but measuring success is another ball game altogether. A colleague who is into social journalism recently became concerned about why she had not gotten expected result. She therefore asked me ‘what is the secret of success in Social journalism and marketing’? Many who had been involved know how frustrating it can be to build an engaged and effective community. There is no way a brand can measure success if it does not know what it aims to achieve. Success is what a brand calls it. Even when there is a goal, success is not guaranteed. Social marketing and journalism may be easy to join but measuring successful outcomes are not delivered on a platter of gold. So today, let us examine some factors that will guarantee success in brand’s social marketing efforts.
What problems are you trying to solve: this is the first step to success in social marketing and journalism? What is your edge? What do you bring to the table? Who are you out to serve and what is your brand’s unique angle? What is the news in your social media marketing and journalism’s activity? Do not forget what constitutes the news: oddity, timeliness, impact, currency and proximity will aid the success of and social media marketing and journalism. Constantly consider how applicable is the solution you are offering to the local environment as well as to the international audience.
Brand’s tolerance to risk: Many brands are not successful in their social marketing as well as journalism because they want to stick to the known. They avoid taking risk. Do not forget, following the path of least resistance makes a river’s path crooked. To be successful, the brand needs constant experimentation. There are no guarantee you will get all experiments right though.
Commitment: In my research on what makes journalism (whether online-social, or offline) successful. I learnt that content relevance is vital. In a book ‘Handbook on Independent Journalism’ by Deborah Potter, the author asserts ‘The central purpose of journalism is to provide citizens with accurate and reliable information they need to function’. I think therein rests a vital factor for success in social journalism as well as social marketing. Value adding, constant content production, content marketing, relationship building and effective feedback management will help. Have you considered why strong electronic brands like CNN, BBC, VOA, and Channels Television (in Nigeria) among others have remained with you? Constant news breaking, broadcast is a commitment the audience get from them. So why should your brand thinks its social marketing and journalism success will be different?
Transparency: This has to do with honesty, truthfulness, openness and sincerity. Any social media marketing effort that is devoid of these may not last long. Acknowledge when you are wrong, avoid being a dictator and the results will trickle in.
An informed social media activity Manager/Director: have you considered the reason why major offline media hire
experienced editor, programme producers, News Manager, Editorial Board Chairman among many other titles? It is because they know such experience is not common place. To be successful, seek knowledge from an experienced social media expert or in the alternative, hire one. The value of this can bring turn around desired. Over to you, what am I missing?
Insight…………
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There are many reasons social media can be a productive marketing channel or platform. Rather than emplying it as a tactic du jour, the purpose should dictate strategy and the tactics used for reaching desired goals.
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