The most important element to your business’ social media presence is also the most commonly overlooked. We can discuss engagement, we can attempt to plot ROI, and we can emphasize analytics for social media, but in the end it doesn’t mean a thing if it doesn’t take the user anywhere. Social media is simply running in place if it doesn’t have an effective destination.
Social media is constantly being qualified for ROI, stickiness and reach, but how many of your indicators are looking at the destination of social media? How does your website work for or against your social media presence? Let’s look at this from the perspective of high school physics or just a need for speed.
Do you know what they call businesses who don’t engage their interest communities? Closed.
With Facebook well integrated into many people’s lives, and even Twitter to a lesser extent; new media (or simply media) continues to expand into new areas and to new depths of our daily lives. We’ve come accustomed to vignettes of our acquaintance’s activities and with new tools like Foursquare broadcasting our “check-ins” brands are seeing this sharing as an opportunity. The practice of sharing one’s location is referred to as Social Location Networking (SoLo) and is quickly becoming the next rage—and next branding opportunity—in media.