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Online marketers differ as to what constitutes good marketing and whether or not specific types of messages are spam. When it comes to social media marketing, the lines get blurrier and grayer. The lines are blurred even more by the differences in policies at the various social media websites that people use.

One of the most important questions any marketer will have to answer about his or her marketing efforts online is, What makes a good social media marketing campaign?

Indeed, what?

Here are a few ideas I’ll let you chew on.

  • Your campaign is cross-platform. What I mean by this is you don’t limit your social media marketing to one service. Post to Twitter, Facebook, Google+, and LinkedIn. You might even try a few specialty media services. But don’t post to just one.
  • Modify your messages across the platforms. Just because you are posting to multiple social media services doesn’t mean you should post the same message. Get to know your audience and tailor the message to your audience.
  • Develop a long-term social media vision. Don’t think in the short term. Know what you want your social media marketing strategy to do for you in the long run, and play to that.
  • Assign your social media marketing to one person. Make one person your social media manager and let her run the program. Too many fingers in the pie will spoil the berries.

Social media marketing is not an exact science. It’s a people business. Your marketing should be focused on delivering content that people want. Otherwise, you’re just spitting into the wind.

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