When it comes to using Social Media for marketing, the words “relationship” and “conversations” often come to mind. This is of course no different to the approach of the best email marketers. They understand the need to deliver content that builds a relationship and maintains engagement over time. In the same way that people can become emotionally unsubscribed to your email list, your fans can learn to ignore your tweets and your Facebook pages.
Given this similarity, it is no surprise that most of the content used in your email programmes are often also right for your social network programmes. Your fans and followers are also interested in your interesting tidbits, how-tos, special offers and anything else that causes your customers to give up some of their valuable time to read your messages. The only way to achieve this coherence in message and tone is to have the same people who deliver your email programmes also deliver this content through the social networks.
Mat Braddy, CMO at Just-Eat (the online takeaway company) has given an interesting interview over at IMedia UK in advance of their session at ad:tech London next month which illustrates how they have implemented this approach and generated a fan-base on Facebook larger than Dominos (you can see their fan page here.)
It would be interesting to understand how much of that fan-base actually interacts with the brand itself as the size of your fan-base is only one of the metrics that should be monitored. Some of the other metrics worth understanding is how many fans comment, how many click through and how many share the content with their friends.
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