Success in Social Media is having a well-defined tactical plan of attack but rarely can you succeed based on this alone. Strategy is the tip of the sword and without it your tactics will probably fail. With that being said there are four important areas you should focus on when implementing any social media tactical campaign.

First – What is your Message? What is the purpose of the message? What is the reader supposed to do once they see your message? Is it simple and easy to understand? Does it take a long time to figure out what to do once the reader decides they want to act on it? Does it further your current marketing or sales cycle? What part of the overall cycle does this message address and satisfy? It needs to be clear and concise and to the point. It needs to cause an emotional response that gets the reader to perform an action. What is the response you are looking for from the message?

Second – What are the mediums you intend to use to convey the message? Social Media Geography is growing larger every day with new places and spaces to claim your real estate. My advice is to be careful here. Choose wisely. Realistically you can’t dedicate too many resources when starting out. You can always expand to other sites and places once the Monetize (# 4) portion is in place and giving you the expected return. Stick with the basics and those that may be specific to the types of customers you serve. The idea is to use the same message and spread it out across multiple mediums for maximum exposure and hopefully inbound capture and conversion. People will buy when they are ready to buy and having them know, like and trust you is how they try, buy, repeat and refer you. This is the goal of marketing and the hourglass philosophy of John Jantsch and Duct Tape Marketing.

Third – The importance of measurement. Measure everything. Social media is another tactic and should be measured and analyzed constantly. Use tools and analytics available from your vendors and providers or services like web trends, Google analytics. Etc. (some are pay others are free). Split your message and test it and don’t forget that just because its social media you shouldn’t ignore traditional marketing methods that have been successful since marketing became a discipline.

Fourth – Monetize. What is your definition of how it monetizes? For some it may be the sale for others it may be a goal like contributions or a certain level of social awareness. At the end of the day how does the message eventually convert to a sale? If not does it increase transaction velocity (quicker sales close cycle) or improve your social following and reputation? The definition of the sale has also changed with social media. It can now be defined as any transaction that creates a ripple economic effect for the institution involved in the message.

Btornberg

About Brad Tornberg

Brad Tornberg is an entrepreneur who understands the challenges facing businesses struggling with technology and lead/sales generation. His 25 years of working with more than 150 businesses (typically with C-level executives) to provide consulting, strategy development, project planning/management, business process/workflow evaluation, and computer systems/software implementation has taught him that the problem within most organizations losing profitability isn’t so much about broken technology as it is about broken people, systems, and processes. A successful technical and business expert with an MBA in Economics and Finance from Farleigh Dickinson University, Brad is the founder of E3 Consulting and holds Microsoft Certifications for Customer Relationship Management (CRM) sales, implementation, and training. He’s also earned his E-commerce certification from LaSalle University, Programming certification from the Chubb Institute and AT&T, and Great Plains Dynamics Instructor Certification, and was the first worldwide Exact/Macola Software Certified consultant in Manufacturing & Distribution. Past positions have included Senior Consultant/Project Management at Microsoft; CEO and Principal at Front2back Solutions, IMS, and Sofsearch; and Director of Business Development at Wavebend. He comes from a family of entrepreneurs, and believes his exposure to many different industries throughout the course of his career allows him to bring best practices to the table in his consulting today. Brad has seen his role “morph” in recent years. When he first started with E3 Consulting, he analyzed business needs; recommended, sold, and implemented software solutions; and trained companies on how to use them. As he was asked to fix technological problems, he began to see that the real “pain points” were with people and systems, and started to build up a respected reputation as being more of a consultant than a “techie”. He realized that firms needed a system for lead generation, not just a database for contacts. With his recent certification as a Duct Tape Marketing Consul- tant and the formation of Market Simplicity as an adjunct of E3 Consulting, Brad is strategically taking on the role of a marketing consultant rather than viewing it as an add-on to his “techie” role. He continues to embrace technology, but insists it must be interpreted in the proper light. Finding someone who knows both business and technology is like finding a needle in a haystack. Brad is that guy. He has always been systems-oriented and found Duct Tape Marketing to be attractive because it’s a simple turnkey system providing focus and a marketing anchor. Duct Tape principles can be implemented using any type of software.Brad believes in rolling up his sleeves and doing whatever’s necessary to get the job done. He also believes in integrity. On one occasion he was hired as project manager for a very profitable job. Upon completion of the assignment, his client sent him to other sites to do additional work. Brad quickly realized the client didn’t need what he thought he needed, and talked himself out of a $1 million contract by telling the client he could choose an alternate route for 1/3 of the time and 1/8 of the cost. Because of such honesty, Brad has now been doing business with that company for over 10 years. His belief is that even if it hurts you in the short-term, integrity is the most important part of doing business.