In 360 Degree Social Media Integration - Part 1 we looked at what Social Media means to an e-commerce brand and how to use social networks to market both to current and potential new customers. Today we’ll offer some examples of how to maximize the ROI from Social Media. 

How and When does Social Media Work Best?

Social media provides the most value when taking a 360 degree marketing approach. That means taking a campaign and promoting it on Facebook and Twitter, on your blog and in a YouTube video, and in newsletters and even on counter, to hit your audience on different mediums as well as throughout all of the social networks. Each medium provides different opportunities for engaging with the brand in different ways.

A 360 degree approach means asking your biggest advocates, whether by tweeting them or simply sending a quick email, to help increase engagement and awareness. These advocates might be loyal customers, partners or even vendors.  And don’t forget to enlist your employees to do the same, asking them to share your programs on their own Facebook wall and with their friends and family.

Depending on your industry, there can be a valuable opportunity to connect the offline and online presences of your brand to boost your social value and grow your bottom line. For example, if you are running a Facebook promotion, contest or giveaway, promote it on a sign at the point of sale, and even on the receipt or invoice. Display signage of your social media handles around the store or as a decal at an entrance to encourage customers to participate. These are simple ideas often overlooked.

There are also opportunities to create targeted and/or localized campaigns using networks like Foursquare to encourage consumers to ‘check in’ while visiting your store location and to share purchases and stories with their friends and your followers.

Lastly, partnering with like-minded brands with similar demographics is an excellent opportunity to leverage their subscriber networks and social media followers to help boost awareness around your brand and theirs. After all, sharing is caring!

To recap, the best ways to optimize your social media presence are to:

1. Create a 360 degree activation plan connecting each of your social channels to each other and to your e-commerce activities
2. Enlist brand advocates, employees and contacts from other networks to help increase engagement and awareness
3. Connect the offline and online experience
4. Partner with like-minded brands (ideally those with larger social media presences than your own) to capitalize on each other’s following and user base