Listen at a social scale. Create compelling social presences. Connect with customers. Align sales, service and marketing. Amplify your content. Track campaign ROI. Drive real business results.

We are in an era where all business is social. Even the most staid institutions and regulated businesses are being pulled into the social sphere by their customers, clients and patients. Up until now, social media marketing has seemed complex. The management of social business and
marketing integration has been scattered – too time consuming or seemingly difficult to scale for the average business to consider.

Enter the socially connected business. By embedding social into every part of your business and marketing practice, being a social business becomes much easier to manage and scale. This has a direct positive impact on your bottom line, shareholder and customer happiness, customer service capabilities, lead generation, analytics across departments and the internet, product development, and much more. Imagine a business where the interaction between your departments, your customers, your potential customers, your suppliers and your shareholders was seamless and fluid, with no barriers to success. If you understand these six principles of social media marketing, you can be on your way to becoming a social business.

Six Principles of Social Media Marketing:

1. Social Listening
The importance of present and active social listening can not be overstated. Listening is one of the primary principles of social business and great social media marketing – it brings the world to your doorstep, allowing you to respond and take action in an agile way that hasn’t been done before. Listening lends an unprecedented agility and reach to businesses that fosters the kind of dialogue needed to create a feeling of loyalty and trust.

2. Social Content
Social content is the key that unlocks your social business. Social listening feeds the social business and social media marketing ecosystem with constant, useful data. Social engagement makes you human and accessible. Social content puts your core values, knowledge, talents, products, advice and services into a format that can be used, referenced and shared.

3. Engagement
Engagement is the bridge between listening and content for the social business. Connecting everything your company does with embedded social practices and tools is important to a true social business ecosystem. By using engagement to reach beyond the walls of your brand, you enrich your other social efforts with value and authenticity, giving you an agile platform to make business decisions, solve problems, share ideas, and have a two-way dialogue with your community. Engagement lets you reach your customer and potential customers wherever they are.

4. Social Ads
Long gone are your typical broadcast, push ads. These ads are falling by the wayside because they just aren’t effective. Sure, banner ads and other ad formats still exist and still convert, but customers expect more. The ad has evolved, becoming social, interactive, entertaining or informative, and much more pull than push.

5. Measurement
It is no longer plausible (or possible) to claim social media marketing and social business are too esoteric or ethereal to measure. You can indeed track the metrics that drive social media for your business. In fact the true social business follows a policy of “measure everything, leverage your data,” inside and out, for maximum success and accountability.

6. Workflow and Automation
Workflow and automation is the cornerstone of the socially embedded, completely agile social business. The key to great social media marketing is to keep your data and insights open and available to all team members in every department. This is the first step to the social business utopia of being able to anticipate changes in markets, to understand and meet customer needs, to iterate product development, to manage cost savings and to discover new customers.