The Science of Social Media Marketing
, the presentation designed by HubSpot’s Dan Zarrella, is still a front-runner for Slideshare's World's Best Presentation. In a
, this presentation gave rise to a number of thought-provoking questions, some of which we wanted to address here and, hopefully, help you in development of an effective social media strategy.
For a novice launching a Facebook page for their organization, do you have any advice on how to get people to "Like" you?
The most effective way to accumulate Facebook “Likes” is by triggering some form of positive interaction. For instance, you can do that by
creating a separate Facebook tab
that features a compelling offer (e.g. a free ebook, training session, consultation) and sending it to people who “Like” you. Or consider launching a contest in which a post on your Facebook page could lead to an award. (HINT: In order to post on a company wall, you will have to “like” it.)
Can social media be anti-social? Non-social? Too-social?
One can demonstrate antisocial behavior on social media in the very same way one can be antisocial on a crowded bus. This behavior would include talking about yourself or being negative in your posts and updates. It could also mean dismissing established social media etiquette or inability to maintain long-term relationships. On the bright side, we believe one can never be too social on social media.
What tools do you use in tracking specific metrics from social media networks?
There are a bunch of paid tools, such as
, which you can use to measure engagement and track buzz around your brand. HubSpot also offers a
social media monitoring platform
as part of our marketing automation software. But if you are looking for a quick and easy way to evaluate your social media influence for free, try out
Should we create a landing page tab on Facebook?
Definitely create a landing page tab on your Facebook page, if you haven’t done so already. Use this piece of online real estate to call people to action the way you would on your site. Consider featuring special offers and exclusive deals on it. Make sure your Facebook page conveys a message that people want to be associated with in order to increase your reach and following.
What is the best way to engage influencers?
Start by researching your industry for the thought leaders you want to be connected with.
As Dan shared during his webinar
, usually a gesture as simple as showing attention to these influencers is strong enough to get the relationship going. You can do that by either addressing them directly on social networks or mentioning them in a blog post or a video. The chances are they will notice you and respond positively.
When using social networking tools, you should be personable, but not tweet about yourself. How do you reconcile the two?
If you are going to create a message that spreads, Dan noted, stop talking about yourself. Yet you shouldn’t lose your personality and stop sharing curious facts about your hobbies and passions. Revealing a newsworthy piece of data about your favorite beer or music band, for instance, is not the same as sharing that you are going to bed or brushing your teeth.
Do you have more questions about social media marketing? Post them in the comments below and let's see if Dan can address them!
Originally published Nov 24, 2010 11:00:00 AM, updated October 01 2013