I was following a Twitter discussion tonight – #techchat run by MarketingProfs. What was interesting was the discussion hinged around what social tools are most leveraged – twitter, facebook, linkedin, slideshare to name a few. What struck me was we need to take a more refined look at these tools. What do I mean by this?
Web sites, Slide Share and Blogs – they are the content buckets. They are the tools that will hold and generate the heavy amounts of content the real meat of your social marketing.These are the destinations for potential visitors to come and have a chance to engage at a deep level with our organization.
Twitter, Facebook and Linkedin – they are the hooks. While the last two sites can clearly contain more content than Twitter but they should all be viewed as hooks, with a little bit of content as the bait to pull visitors back to the heavier content tools mentioned above. Clearly you will need to have unique content to act as the bait to be leveraged via these social tools, but again they needed to be seen as attracting the visitor back to the content buckets.
I realize this is not rocket science, but too often I listen to social media talk where we mix all of these tools into the same discussion rather than thinking which are our hooks and which are our destinations. When putting together your social marketing plan make sure you think about how to use the hooks to get visitors back to your content hubs.