Building foundations through social media marketing

Directing a social media marketing campaign at an online community takes "care and time", it has been advised.

Liana Evans, in a post for Search Engine Watch, explains that such communities can have interesting dynamics, which businesses may wish to use to their advantage.

She notes that companies hoping to enter the social media space should work out who their audience is, before spending time developing respect for their brand among users and building authority and relationships.

Charging in with a social media marketing campaign will lead to firms being met with the cold shoulder of the community, Ms Evans says, adding "you'll be branded an ignorant marketer and likely won't ever find acceptance in the community".

However, by helping communities by offering information or solving problems, businesses can build a solid consumer relationship, she concludes.

And now may be an optimum time to focus on social media marketing as recent research by LinkedIn Research Network and Harris Interactive revealed that 79 per cent of corporate advertisers use an online media platform for branding.

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