A Fast Track to Social Success

Include tagging and sharing options. For instance, invite audio or video submissions from customers describing products they’d like as a gift and have them explain why. Then post submissions on your site. They can opt to place links to wish lists they’ve created on shopping sites such as Amazon.com.

3. Repackage existing content for social sharing. If you have good product demonstration videos, consider re-editing and/or repackaging these as podcasts. Try to give an informational and/or entertainment angle rather than a purely promotional one. Make the videos available on YouTube and other video-sharing sites. Post this video content on your Web site since Google now is indexing video content.

4. Integrate throughout. Support your social-marketing initiatives throughout your other online and offline marketing channels. Optimized press releases with appropriate links and images should be issued with each social component launched. Last-minute supplemental catalog mailings might refer to social promotions, such as contests and new Web site product review or forum features. Paid advertising on targeted social sites should lead people to landing pages that can be shared or tagged. Brick-and-mortar store promotions should support social initiatives directing people to your Web site.

There’s no fixed formula here. Some social tactics may work better than others. Experiment. In this year of extensive social marketing, the worst strategy is none at all.

Lisa Wehr is founder/CEO of Oneupweb, an integrated online marketing firm. You can reach her by visiting Oneupweb.com or email info@oneupweb.com.