Page 323 - Social Media Marketing for Dummies

social platforms on the right side of each page on its website, as shown in
Figure 21-2.

FIGURE 21-2:
The Content
Marketing
Institute
displays its
social media
links.

Depending on your business model and the strength of your brand, how
prominently you link to the social platforms may differ. For example, if you’re a
luxury handbag brand that likes to entice customers by creating a feeling of
mystique and exclusiveness, linking extensively to the social platforms may do
more harm than good. However, if you’re Coca-Cola and are keen to deeply
immerse yourself in the pop culture, linking to social platforms where
conversations are happening (potentially about events that Coke may sponsor)
becomes important.

Promoting campaigns on your
website home page

As we mentioned earlier in the chapter, your corporate website serves many
audiences and has many purposes. But that shouldn’t stop you from using the fea-
tured zone on your home page to promote something (for example, a conference,

CHAPTER 21 Practicing SMM on Your Website 307