Page 100 - Social Media Marketing for Dummies

For example, on Facebook, if you were to search for “Ford,” you’d find not just the
Ford Motor Company page (shown in Figure 4-3), but literally hundreds of pages
created by and for people interested in the Ford Motor Company. If you’re a
marketer at Ford, when you’re planning an SMM campaign on Facebook, it’s not
enough to talk to Facebook and your own agency about the campaign. For it to be a
truly successful SMM campaign, you must engage with these ad hoc groups when
the campaign is starting. They can be your biggest marketers, helping the cam-
paign succeed. On the other hand, if you upset them, they can turn into saboteurs.

FIGURE 4-3:
Ford’s
Facebook page.

Irrespective of the social platform you’re running an SMM campaign on, the ad hoc
user groups are already there. Be sure to engage with them. An SMM campaign
means new players and new partnerships that need to be forged early on for it to be
a success. Finding and engaging with those communities of people becomes critical.

Track the results

There’s a saying in the world of social media that only successful SMM campaigns
can be measured; failures can’t be. The point is that marketers often say that SMM
can’t be measured if in their heart of hearts they know that their campaign has
failed. If the campaign is a success, you bet they’ll be telling you about it and
explaining exactly why it was a success.

84 PART 2 Practicing SMM on the Social Web