What can I get out of social media?

This was a question I heard posed this week by a marketing manager. I don’t think this person is alone, and have no doubt that a number of people in similar circumstances are asking themselves the very same thing.

The question is really about tracking social media. While tools such as Facebook Insights, Google Analytics and Hootsuite can track traffic and interest, as ever the best place to start answering this question is right at the beginning of the campaign.

In fact the answer lies in another question: What do you want to get from social media?

Just like old favourite marketing tools such as a direct mailshot, advert in a newspaper or even Yellow Pages, it’s all about the call to action. Marketers need to act as strategically as possible, think about what they want social media channels to achieve and then work out how to reach those targets.

As the adage goes, if you don’t know where you’re going, any road will do (and you’ll probably end up somewhere you didn’t want to be). 

The added benefit of social media over traditional methods such as ads & mailshots is that it's a two way street, giving the company or brand greater opportunity for customer feedback and relationship building. 

Find out more about how social media can deliver for your PR here: www.accordpr.co.uk/pr-marketing-services.