How King Arthur Flour is Using Social Media as a Customer Acquisition Source
4. Have a figure-things-out attitude. Social media may be a new marketing channel, but the principles behind it aren't new, Tine said. Use the functional expertise you have as a direct and digital marketer (e.g., analytical rigor) to treat social like any other marketing channel. Focus on the right metrics and build a system that can measure performance, Tine advised the audience. Understand your return on investment target.
5. Be real. People want to talk to people, not robots. Furthermore, they want the brands with which they engage with on social media to be interested and focused on their wants, needs and desires, not the other way around. Be obsessed with your customers, Tine said. Follow Apple's approach: be so in-tune with your customers that you can identify what their problems are before they even know they have them.
While this all sounds easy enough, Tine cautioned the audience that they're going to need to spend money on Facebook if they hope to make it an acquisition source. Another sobering thought: Creating content isn't easy and it's not cheap, Tine said. It's going to take a real commitment from your brand as well as persistence (mostly through email marketing) to turn a Facebook fan into a paying customer.