For example, a CEO of a corporation had a picture of himself and his girlfriend on a topless beach in Mexico. For some reason, he decided to post the photo on his personal, invitation-only Facebook site. The man was married and his wife saw the photo. How? Someone on his invitation-only Facebook account thought it was a great picture and decided to repost it on the public Internet.
To top it off, his board of directors got wind of the photo and fired him. Now he's no longer employable in that field or position again. The moral of this story: Never post anything on any site you wouldn't personally show your own grandmother.
Mistake No. 5: Using Only One Internet Site
In the “old days” of the Internet, people believed they had to keep all their content on their own website. The theory was that spreading it out ruined your credibility and diminished your reputation as being a unique speaker. Not so today. In fact, with social-media marketing, the opposite is true. The more places you can get your message to appear simultaneously, the more effective it will be.
Think of it as constructing a funnel. You want to lay several trails of information, all of which lead to your main site. Therefore, no matter how someone stumbles upon you, as long as they “follow the trail,” they'll eventually find you. That's essentially what you're doing with social-media marketing messages: putting out kernels of information. If someone wants the next kernel, they have to follow the trail. Eventually it funnels them to one website, which is where you wanted them to be anyway.
You're creating an environment where people see your message everywhere. As a result, you now have their attention and have the opportunity to sell your product, services, or whatever you're selling at that point of distribution.
Here's an example of the power of funneling: Recently Aaron Chronister posted a message on Twitter. Someone saw his post and reposted it on a blog. CNN and The New York Times found the post interesting and reported on it. Because of that exposure, Chronister got a book deal from Simon and Schuster. So, what was his post about? Current events? Global warming? A tell-all celebrity biography? Nope. It was a Twitter post with a unique bacon recipe, as Chronister was trying to get publicity for a barbeque club he belonged to. That's how powerful funneling your message can be.
The marketplace is changing, and you have to change with it. Your name has to be everywhere—in print, on radio and TV, and on social-networking sites. The more you get your name and message circulating in the various mediums, the higher the chance your clients will see your information. Thanks to social-media marketing you can get your message out to thousands of people in an instant. And the results are greater credibility, more exposure, and higher sales—all of which positively impact your bottom line.
Pam Lontos is president of PR/PR Public Relations and author of I See Your Name Everywhere. Maurice Ramirez is the chief strategist for social media for PR/PR, and speaker on the importance of social-media marketing. For more information, call 407.299.6128; e-mail firstname.lastname@example.org.