marketing on social media online apps

What You Should Know About Marketing On Social Media

Social media has fully integrated itself into the marketing sphere. If you’re not using social media, you’re irrelevant. Social media is the backbone of online marketing and your campaign will fail without it. None of this is new to modern marketers, though.


By now, it seems like we have social media all figured out. Yet, marketers often forget some of the key rules surrounding social media and how to use it most effectively. Here’s what you should know, or remember, about marketing on social media.


Social Media Is More Informal.

Social media is occupied by casual users who aren’t looking for corporate lingo. Your Twitter page shouldn’t read like CNN. Social media is about personal interaction. Nothing says “impersonal faceless corporate entity” like following a brand on Twitter and receiving the Tweet, “Thanks for following us. For more information, visit our website.”


Target Quality Over Quantity.

The internet is a big place, and social media allows you to reach a wide audience. But, like regular marketing campaigns, bigger isn’t always better. You have to target the audience you want to reach, even though you have access to so many potential consumers. Reaching millions of people does nothing for your campaign if they aren’t the right people.




Get Visual.

Videos and images rule social media. Approximately 500 million people watch Facebook videos every day. Nearly 82 percent of Twitter users watch videos on the Twitter app. And, Snapchat users globally watch 10 billion videos per day. Video is king and your audience expects it. Over 40 percent of internet users want to see marketers put out more video content. Give them what they want by posting short videos — 10 to 30-seconds long — on your social media pages.




Connect and Communicate.

Your audience is on social media for a reason — to connect with people. Whether it’s their friends or favorite celebrities, your followers want to interact with you. Social media has become a great tool to foster two-way communication between audience and brand.




Some ways to connect with your followers could include providing content they want to see — videos, images, links, or whatever they’re expecting from you. Another way is by communicating with them directly. Reply to tweets your brand is mentioned in. Respond to comments on your Facebook posts. Put in the effort to form that personal connection with them on social media.


Open Yourself To New Outlets.

The social media climate is constantly changing. With the rise of Snapchat and the fall of Vine, it’s impossible to know where the social networking world will take us. The best thing you can do in this unpredictable environment is stay open to new ideas. New apps are invented every day. And, apps become popular in an instant. Who could’ve predicted the success of Twitter? Or, the phenomenon that is Facebook?


The marketing world is defined by trend evolution. Ideas evolve and grow, and marketers evolve and grow with them. Social media is just another marketing tool that evolves at the speed of light. It’s important that you are aware of what’s changing.


If your audience adapts to the changing social media landscape, why shouldn’t you?

Shawn Butler is a campaign strategist at Relevant Social Media based in Atlanta. You can contact him at


Katie Murray attributed to this post.

  • Shawn Butler

    @Adam – “be involved” is exactly right. The CEO is too busy and valuable to do it, but they need to let their people know that it is important. And you do that by putting someone in charge and then listening to that someone! You guys are doing it right at Advent!

    @Racheal – Thank you! It is discouraging, but people seem to forget that Marketing’s role “should be attached to business objectives” as well! 🙂

    @Suzanna – Now even the smallest customer/client/shareholder can have a big voice. Seth Godin just wrote about the “megaphone” being obsolete, but not from the customer side. Quis custodiet ipsos custodes?

    @Joe Salome – So glad you’re a fan! It’s like the “new technology” side shuts down the “customer interaction” side that good execs have mastered. They seem to throw up their hands, surrender, and pass it off to the kids using facebook. It kills any chance at integrated brand strategy, not to mention, it always looks amateur!

    Oh, and I heard a new one the other day… a company president kept referring to “Hoots” and I asked her what she meant and she said, “You know, messages on Hooter.” I said, “Oh, you mean Tweets.”

    January 7, 2010 at 9:59 am
  • Sarah Johnson

    Great post Shawn. I couldn’t agree more. I work with a lot of companies that don’t spend the time to track the ROI because it takes too much time. They then make blanket assumptions that something is not working. Thanks for the link to the ROMI calculators. It looks interesting and I can’t wait to see if this will help some of my clients.

    January 7, 2010 at 3:35 pm
  • Zie L.

    I think social media is just a whole waste of time. How many people have bough stuffs from the social media sites? It is a lousy tool for that and not a good tool to sell things. Social media is just a tool to keep in touch with peoples, not for businesses. Tons of time are wasted there and companies are dumping loads of cash for nothing. Sorry but it is true…… this is not a holy grail, but a lie the mass want you to believe……>>>>

    July 7, 2010 at 7:43 pm

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