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Table of Contents

Lead Story

Oct. 1, 2011: D-Day for debit cards?

News

Industry Update

New Visa, MasterCard rates take effect

Heartland offers Durbin impact insights

Operation Swiper succeeds, cyber theft continues

World payments growing in recession

Trade Association News

Features

An interview with Douglas Bergeron

Ken Musante
Eureka Payments LLC

Underbanked in America

Patti Murphy
ProScribes Inc.

Research Rundown

Helping to expand services while minimizing costs

Square versus the payments world

Tim McWeeney

ISOMetrics:
Payroll and gen Y

Excelling at social media marketing

Selling Prepaid

Prepaid in brief

First Data powers prepaid for Google Wallet

Prepaid spot-on for incentives

Views

Merchants lack focus, fraud eats profits

Patti Murphy
ProScribes Inc.

Education

Street SmartsSM:
Vertical market tradeshows hold many helpful surprises

Bill Pirtle
MPCT Publishing Co.

Fraud's twists and turns in 2011

Nicholas Cucci
Network Merchants Inc.

Customer longevity in the new commerce chain

Dale S. Laszig
Castles Technology Co. Ltd.

Steps toward efficient IRS 1099-K reporting

Troy Thibodeau
Convey Compliance Systems Inc.

Company Profile

Lead Source Call Center

New Products

A complete online payment center

Transaction Express
TransFirst LLC

Cloud-based POS comes in three flavors

Morris
Moneris Solutions Inc.

Inspiration

It really is about you

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

October 24, 2011  •  Issue 11:10:02

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Excelling at social media marketing

Like all attention drivers, social media as a marketing tool is a double-edged sword. Through Facebook posts, Twitter tweets and YouTube videos, businesses can increase visibility and sales. However, misguided virtual message delivery vehicles can also damage a brand or skew the message you want to deliver.

For example, a company develops a recruiting video to present itself as a hip, trendy place to work. It posts the video on YouTube and then blogs about it, hoping the video will go viral and generate millions of new website hits and potential recruits. But the video comes across as laughably pretentious and amateurish, giving the impression the company is run by people who are woefully inept. The video does go viral - but for all the wrong reasons.

Three tips

To avoid this outcome and other social media pitfalls, start with these three suggestions:

  1. Develop a plan: What, exactly, is your goal from a social media campaign? Are you attempting to create a buzz around a particular product or greater overall brand awareness? The goal will dictate which outlets to use and the audiences you wish to reach.

  2. Know your audience: Which social media vehicles do you think will accomplish your target goal? Posts on Facebook and LinkedIn groups will reach different audiences. And different audiences respond to different types of communications. Technical jargon will play better on a payments industry blog than on Facebook, for example. Also, test your important initiatives with sample audiences before going live.

  3. Vary the delivery: Not everyone consumes information the same way. Some people prefer reading to watching videos. If you market via a blog, try posting a written comment one day and a video product demo the next. This variety will foster greater interactivity with your audience.

Remember, social media marketing takes a nuanced, well-designed approach. In the online realm, a standard of communication has developed that rewards honesty, consistency and creativity. By tapping into those attributes, your marketing can be as dynamic as the Internet itself.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

USAePay | Impact Paysystems | Electronic Merchant Systems | Inovio