Page 72 - Social Media Marketing for Dummies

» Leverage social ads.
Because social ads are highly engaging — by virtue of the fact that they tell the
customer what his friends are doing — they’re useful for building awareness and
establishing consideration. For example, if a customer sees an endorsement
from his friend in an ad unit for a movie, he is more likely to go for the movie.
See Part 3 to find out how each social media platform approaches endorsements
via ads. Also review the social ad options from Facebook at (www.Facebook.com/
advertising), which give you awareness-building opportunities at scale.
» Support a cause via a social network.
Promise to match the contributions of participants who encourage friends to
participate in the cause as well. Companies such as Network for Good
(http://www1.networkforgood.org/) help you run marketing campaigns
that integrate cause marketing elements into them.

FIGURE 3-3:
One of Apple’s
RSS feeds.

SMM at the consideration stage

The consideration stage of the marketing funnel is where you make sure that as
the prospective customer goes about making a purchasing decision, she considers
your product.

56 PART 1 Getting Started with Social Media Marketing