In the grand scheme of life, social media networks like Facebook and Twitter are really just a symptom of other aspects of our lives. What made them so “catchy” to users around the world? What makes millions of people log-on to Facebook to post a status update every moment, or “tweet” about their lunch plans daily? It’s simple – the need to belong. It’s the need to belong to a group of any sort — it apparently doesn’t even matter if the group is “real” — in the sense that you aren’t likely to be with a group of Twitter followers from around the world at the same time. Sure there are gatherings, known as “Tweet Ups” that may allow you to meet some of your followers and those you follow. But, the reality of meeting all of them is rather unlikely — especially since if you are doing it right, you will regularly develop more followers and fans on Twitter and Facebook respectively. So, what does this have to do with online marketing and SEO efforts? Let’s talk about that.
The need to belong to a group begins at an early ages, and apparently never goes away. So, when you are looking for ways to market your business online via social media sites such as Facebook and Twitter, you need to create a community. Creating a community of people with similar interests, hobbies or goals essentially creates an online “family” of sorts, which when done right will draw people in and keep them there. It’s not organized crime or a cult or anything, merely a group of people that have something to talk about and do it regularly.
So if you are a business that creates a magazine or tabloid publication which covers celebrity gossip, you want to find your audience and keep them interested. Through the use of Facebook and Twitter, you provide an avenue for celebrity gossip enthusiasts to discuss the latest marriage, break-up or baby news. By creating a “business page” on Facebook and a complementing account on Twitter you can drive traffic from one site to the other, and increase your traffic and exposure of your products and services. Once the community members establish roles and online friendships, they are less likely to stray and more likely to be loyal to your brand.
Do create the community, you cannot simply provide the space and do nothing else. Rather, you must be inclusive with the information you provide and draw people in. Dishing out the latest “dish” on celebrities for free as teasers on Facebook and Twitter, is a great way to transition those visitors as sales on your business website. And don’t forget, even the best search engine optimization campaigns out there cannot replace word-of-mouth and referral advertising.
All this is meant to say, use social media to create a community and use the community to drive your sales. Let all of us at Digital Assembly Line do that for you — you won’t regret it.