Social Media video

How to Develop a Successful Social Media Campaign - with Eric Enge (8:32) Dr. Ralph F. Wilson , Web Marketing Today - Jan 10, 2012

In this video interview, Internet marketing expert Eric Enge outlines the various steps involved in developing - and experimenting with - a social media campaign.

First, says Enge, you need to define your objectives and decide how you'll measure success. Typical objectives might be: to lower the cost of customer service, or to build your brand, or to get new customers.

Next, you need to figure out where your audience is, on what social media sites they can be found. One approach is to see what your competition is doing, but you'll need to experiment here.

Now, determine what resources you need to accomplish your objectives and develop your content. You'll need to plan content that is relevant to your business and fits your audience well. Since this kind of content creation is so closely related to your business, it is difficult to outsource completely. Stay in close touch with content creators, since they don't understand your business or market as well as you do.

Experimentation - and mistakes - are an essential part of the process of finding success with social media. You might position this to your boss as 'the ramp-up time before we see a benefit.'

Finally, measure so you can learn from and improve your campaign in the future.

Eric Enge is the CEO of Stone Temple Consulting, a holistic search engine optimization firm offering expertise in SEO, PPC, and social media optimization. This interview was recorded on August 17, 2011 at the SES Conference in San Francisco.