CSUF Presentation - HOW TO: Effectively Integrate Social Media into Your Marketing Strategy


I had the pleasure of speaking to the Entrepreneurial students at California State University in Fullerton. I met some bright young minds with some great ideas.

My message for them was that while social media is popular, it is only a part of a good overall marketing strategy.

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Is Anybody Home? Managing Your Social Media Accounts

I talk with businesses all the time about setting up social media accounts. The truth is, setting up accounts is easy. Doing something with them is the hard part.
If you want to jump in to the social media mix be prepared to listen. Don't just broadcast your message. Social Media is two way communication.
If you have a presence on Twitter and/or Facebook you are inviting people to contact you via those platforms.
Having a social media account and not listening to people is like having an 800 number and no one to answer the phone.
When I create proposals the bulk of the work is in managing accounts. Not in setting them up. To get the most out of social media, you need a community manager. Either you do it, or you hire someone to do it.
If you don't know how to manage them get training. If you don't have time, hire someone who knows what they are doing. If you need help, give me a call. I'll take care of you, or find someone who can.

Social Media is Like Email - a Metaphor for Understanding

What is social media? That can be a tough question to answer. Lately I have been using the metaphor of email to describe it.

Not all email is the same. Some examples:

  • Messages from friends
  • SPAM/Unsolicited
  • Newsletters
  • Professional 

In each context the tone, subject and your willingness to read and interact depend on the type of email it is.

The same is true for social media:

  • Tweets about lunch
  • Check-in by your friend at the bar you are sitting in
  • Invitations to Farmville
  • @reply from a spammer
  • Killer cat blog post

Social media is a communication tool. As in email, think about your audience and the best way to communicate with them. 

If you are not sure what to do, then sign up and listen for a while. When you feel comfortable start talking. 

Be sincere. Care about your audience. Be passionate about what you are sharing. 

When email started it was hard to explain. Now it is so common that I use it to explain other technologies. One day social media will be as common as email.

But then you will need to explain the purpose of augmented reality toasters.