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Social media: The 3 A’s of mature strategies

By Aaron Kahlow

Aaron Kahlow

If you’re reading this, it’s safe to assume you have already extended yourself into the social world. But despite having checked “Yes” to that social media box, there is a feeling that something is missing. You go to meetings with discussions of ROI and metrics in mind, but you begin to focus on other areas of your digital arsenal.

We are all using social media, but are we using it right? Let’s discuss a few ways to focus our strategy.

But first: Stop posting, tweeting and even blogging. Give yourself a chance to think about what you say, how you say it and how often.


Advertise if you want some attention.

A rule of thumb that works well for the decision of whether or not to post: Would you pay to promote the content of this message? If you aren’t willing to pay a few bucks to promote any given post, then you probably shouldn’t share it.

This leads to a discussion of amplification, the first “absolute” of mature social marketing. If you expect to see results from Facebook, you only need to look as far as your ad budget. Promoting, sharing and advertising make your message visible to the masses in a meaningful way.

Amplification is a great underlying tenant of social marketing. Think about how you can amplify your message and marketing efforts to drive sales rather than the type of campaign you should run.

Advertising Retargeting

Use the data from your advertising and re-target.

You can use retargeting or re-marketing options to have advertisements pop up for web users who have visited your site.

An example of how this works: Someone sees your site in a Facebook ad, but becomes distracted by another email. The next time they visit a site using Google, they will be targeted to see your ad.

It is as simple as using consumer data. It’s smart and effective, and the click-through, view-through and ultimate conversion rates are out of this world. Personally, I’ve seen the performance range anywhere from 20% to 150% better than a normal ad.


Build a simple but testable attribution model so you don’t misallocate future budgets.

How do we give credit to any single touch point in our overall measurement strategy? How much credit should a Facebook post receive? Where do we give credit to that one-off friend recommendation from a Tweet? And, of course, that AdWord a buyer saw on Google and clicked to get to the site and make a purchase.

Unfortunately, many of us only give credit to that last click. Our attribution is widely askew. We spend so much on paid search, because it is intent driven. But getting the word out about a product is equally, if not more, important.

How do we give it credit? We build a thoughtful attribution model. There are four standard models: linear, u-shaped, even-distribution and last-click.

You should at least start to think about which attribution model and weight makes the most sense and then apply the chosen model. It is critical to customize that model over time as data starts to prove or disprove your assumptions.

Aaron Kahlow founded the Online Marketing Institute elearning platform and serves as its CEO. Connect with him on Facebook or LinkedIn.

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