Your social media strategy is more than just a Facebook profile or Twitter feed. When executed correctly, social media is a powerful customer engagement engine and web traffic driver. It’s easy to get sucked into the hype and create profiles on every single social site. This is the wrong approach. What you should do instead is to focus on a few key channels where your brand is most likely to reach key customers and prospects.
Social media is about driving traffic whereas the website should be the hub channelizing the users in the right direction.
If you use social media to keep your customers or clients apprised of your recent happenings and are actively managing your outlets on a daily or bi-weekly basis, it might be wise to showcase your Twitter feed or Facebook posts directly on your website.
Linking out or displaying inactive social media channels will only cripple your online efforts. If you choose to go this route, it is important that you maintain your presence.
It is important to be tactful with your social media choices and do your research before blindly forging into unknown territory.
If you sell a product or run a full-fledged e-commerce site and you haven’t added share buttons to your product pages, you are missing out on a whole host of potential social impressions.
Share buttons should enable website-goers to seamlessly share or recommend a product.
Similar to e-commerce sites, if you have resources, articles, a blog or other valuable content on your site, you should attempt to make it as simple as possible for readers to share it with others. Social media share buttons should be displayed somewhere easy to see.
Pay attention to the way in which individuals are using your social media buttons by tapping into Google Analytics. How many people are actually clicking on your outbound social media links?
An easy way to explore this is by setting up Event Tracking in Google Analytics.