Recently I did 4 posts about the 4 basic types of marketing campaigns and some advice for using social media in them. So far we’ve covered:

1. Social Media for Lead Generation and Acquisition
2. Using Social Media in an Awareness Campaign
3. Using Social Media in a Brand Marketing Campaign

4. Using social media in a Loyalty Campaign

Hopefully at this point you can see how versatile and powerful social media is. At it’s core social media is a set of tools that help to promote sharing and encourage conversation. If you were to compare social media to a tool it would have to be a swiss army knife or leatherman. A single tool that is comprised of many other tools.

When looking at these tools and how they can be used in all of your business activities it’s easy to see how quickly things can get muddled with using Twitter, Facebook, the blog, etc for all four purposes. You might quickly shift gears from one type of use to another very quickly and looking at it might become a bit of a nightmare to measure. This is where segmenting your strategies might be of some use.

If you have a PR department, marketing department, branding department, etc then creating separate accounts for each might be necessary. You can then have various departments in charge of certain types of campaigns and break up the usage and strategies. If you’re a smaller company and segmenting your accounts doesn’t make sense then you have options there as well.

Using tools like Co-Tweet you can have multiple people using a single account and they can be in charge of various campaigns and aspects depending on what makes sense for your business. Then you will be able to monitor how much time was spent and apply it to your success metrics to determine if the time was well spent.

In Facebook you can have multiple admins of the fan page and have different people working with different aspects of the page and the uses for the campaign. By using multiple admins you can break up the work and have people who specialize in certain aspects use their talents where they best fit.

For the blog it’s pretty easy to have multiple authors who craft posts. Have links for lead generation in your side bar, links to more information and reviews, promotions, give aways, etc. Make sure to also promote your other social media outposts from your blog, and try to integrate everything as much as possible.

When using these tools and platforms the key is integration into your daily activities and integrating them with your normal flow of business and marketing. This is how you will achieve the best results and next time I’m going to give you a few tips for integrating social media into your other business and marketing activities.

Questions? Comments? Related links and articles you’ve seen? Love to see them in the comments.

Thanks for reading,
Josh “Shua” Peters