It is clear that social media is here to stay. It has proven to accelerate the success and stature of many pop culture icons, media campaigns, and viral videos. The question is will it work for you and your product launch?
We have all felt the pressure to create an account and start posting, but how are you applying social media to your launch campaigns? Did you try an integration strategy and experience limited results? Have you avoided it entirely because it sounds too confusing?
No matter your opinion, it is important to remember that social media is a value-add to your launch campaign and not a distraction. Here are the answers to some of the common questions about how to combine social media and product launch strategy.
Q: I just created my Twitter, Facebook, and YouTube accounts. I'm ready to begin the sequencing for my product launch. What should I do now?
A: Whoa! The first thing you should do is slow down...and re-think your strategy.
Q: What do you mean? I thought social media was the best way to get the message out about my information product. Why can't I start posting tweets like crazy?
A: Let me explain. First, there are a lot of platforms available. There are the big ones: Twitter, Facebook and YouTube, and there are many others such as Viddler and Four Square. There are probably hundreds of different social media tools available.
If you try to engage every platform at once, you will quickly see how challenging it is to manage them all. In essence, each new account you create becomes a "digital mouth to feed". Once you make a new profile you must feed it with continuous content. You have to write articles, microblog, tweet, and post at a steady rate.
Worst case scenario, you end up demoting yourself from business owner to social media manager. My advice is be very careful and deliberate with your social media strategy so that it doesn't overwhelm you and limit the success of your campaign.
Is it good to have a Twitter account? Yes. Is it good to have a Facebook account? Yes. If you are using social media as part of your product launch strategy think about the best integration method. What hashtags should you use? Which platforms are the most popular for your target market? Remember that it doesn't do your launch campaign any good if no one is viewing and engaging with your content.
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