Social Media tools like Facebook and Twitter are great ways to make sure you can proactively relate to your customers. They give you the power to tailor your promotions on an hour by hour (or even minute by minute basis) depending on the trends that are emerging from your followers.
Many businesses see this immediacy as an opportunity to contribute (and benefit from) keeping up with the public. However unless it is done well it can backfire horribly.
New Promotion – Old News
If you are going to direct people to your website you need to make sure that not only is the message relevant and up-to-date but also that the content you are linking to is equally relevant and up-to-date.
As part of my job, I have the joy of following lots of business who are trying to use SM as a promotional tool and one of the worst problems I see is businesses who endlessly post exactly the same message and links to the same tired old content on their website.
Promoting your website then delivering the same old (literally) content time after time is not only pointless, it's counterproductive. Your followers rapidly get fed up and ignore your messages. Meaning when you do finally provide new stuff they'll ignore that too!
How Content Management is Key
Of course generating new content is much harder than writing on a Facebook wall or posting a tweet. This is why a decent Content Management System (CMS) integrated into your site is virtually essential.
With the new immediacy of the Web it is vital that you can update and refresh your content in hours or even minutes rather than the days or weeks it can take with a 'web team'. CMS will allow you to keep the content fresh whilst removing the burden of layout, style and HTML from your day-to-day work.
This is where SPICE can help. By having both Social Media experts and web professionals in the one team we can deliver a total solution combining SM promotion with the tools to generate engaging new content quickly and easily. Ensuring your content is as good as your promotion which can only benefit your business.
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