Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 17

If you’re focused on only short-term benefits, you’d better shake that thought loose and get your head into the long-term game that’s played in the social media world. To build effective relationships in social media, you’re expected to

 Establish your expertise.

 Participate regularly as a good citizen of whichever social media world you inhabit; follow site rules and abide by whatever conventions have been established.

 Avoid overt self-promotion.

 Resist hard-sell techniques except in paid advertising.

 Provide value with links, resources, and unbiased information.

Watch for steady growth in the number of your followers on a particular service or the number of people who recommend your site to others; increased downloads of articles or other tools that provide detailed information on a topic; or repeat visits to your site. All these signs indicate you’re building relationships that may later lead to, if not a direct sale, then a word-of-web recommendation to someone who does buy.

In the world of social media, the term engagement refers to the length of time and quality of interaction between your company and your followers.

Social media is a long-term commitment. Other than little experiments or pilot projects, don’t bother starting a social media commitment if you don’t plan to keep it going. Any short-term benefits you see aren’t worth the effort you have to make.