Monetizing social media marketing using the right techniques

The strategies and tips needed to make it work.

As the use of social media marketing over mobile continues its increase, the market is becoming much more competitive at a time when the ins and outs of the strategies are still being discovered for the first time.

Companies and brands are seeking the right methods for profiting through Facebook, among others.

At the moment, the Facebook IPO is taking another freefall, which will – if previous trends from the company are any indication – pick right back up again before another plummet. The price of shares appear to be riding a seesaw and marketers are beginning to pay attention to the lesson that can be found there.

What is this lesson? Perception is Facebook’s IPO key driver.

Though Facebook is considered to be central to social media marketing and is a fundamental element to the digital economy today, the entire marketplace is still deciding how the revenue versus connections value should be quantified. Indeed, there are many connections at Facebook, as it has 901 million users around the globe, but deciding how much each of them are work is not as obvious a calculation.

According to an analyst at Forrester, Nigel Fenwick, for brands and businesses using social media marketing, “the true potential lies in the ability to collect insights about the people who like brands, products or services – be it your own or someone else’s.” So far, there don’t appear to be too many who would disagree with that conclusion.

A recent study from Aimia – a global loyalty management leader – has allowed it to release its own unique segmentation model. This industry first has outlined six distinct social media personas. They were identified based on their control and trust behavioral drivers. The company has published a report, entitled “Staring at the sun: Identifying, Understanding and Influencing Social Media Users”. Within this research brief, Aimia said that it is impossible for a single social media platform to offer a full customer behavior outline.

They stated that the secret to effective social media marketing is to recognize that today’s approach of measuring retweets, likes, followers, and recommendations is missing the mark, but that it should be measured by the engagement and value of the customer, not the actual activity on the platforms.