5 Digital Marketing Lessons
In the course of my work in digital strategy, I am always looking for good case studies or examples to use to role-play with clients, coaching groups, and for speaking. Here are 5 solid lessons paraphrased from a Mashable article.
“Nailing a tone that resonates with your audience is of paramount importance,” says Tom Fishman, manager of social media and community at MTV. The goal at MTV, he says, is “to sound human and conversational and not be the voice of some corporate overlord.”
2. Know What You Want
Every brand has its own reasons for jumping onboard with social media, and it’s important you know your reason and your goals before you start. “It’s not a toe-in-the-water-thing,” says McKenzie Eakin, whose@XboxSupport handle specifically offers technical customer support.
3. Listen and Respond
While public messaging is obviously the purpose of Twitter, it’s also a good idea to engage in behind-the-scenes communication with fans. The MTV team responds to every single direct message that comes its way on Twitter. “It’s another touchpoint for the brand,” Fishman says.
4. Diversify and Pace Your Content
Brands have to be careful not to push too much content — no one wants to hear from a brand more than they hear from their friends and family. The NBA frequently polls its fans to find out just how much content they want. With those responses in hand, “We try to guide ourselves accordingly” and not let too much “uncurated information” clog the feed, says Melissa Rosenthal Brenner, vice president of marketing for the NBA.
5. Inject Yourself Into the Conversation
When something big happens in your industry or your brand has exciting news, get out there and share it. Brenner says game highlights and player milestones are heavily shared because social media has become what NBA Commissioner David Stern has called, “the digital water cooler” — a single place where passionate fans can gather and talk about the game in real time.
Read more of this content at Mashable.com
