Why not to follow the crowd in social media marketing

Social media marketing appears to be a growing trend in online brand promotion, with many businesses now considering it as a way of boosting sales, but one sector commentator has stated that companies should first ask themselves why they wish to launch such a campaign.

Liana Evans, in a post for Search Engine Watch, notes that there are many forms of social media marketing out there - from Facebook fan pages to Wikis and blogs to Twitter updates - and companies should choose one which best suits their objectives.

She adds that creating a Facebook fan page simply because a competitor has done so is akin to jumping off a bridge because a friend has.

Ms Evans asks: "While it may seem cool and hip to be able to say you have all of these different social media accounts, are these the marketing tactics you need to be doing to be successful in social media?"

Before embarking on a social media marketing campaign, she advises businesses to first come up with a strategy by asking why they wish to take this route, how they will gain respect through it and what will they expect in return.

Ms Evans recently advised that social media content needed to demonstrate value in order to retain customers.

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