A Scenic Tour of the Online World

Social Media Marketing: Do It Right, But Don’t Overdo It

Tuesday, July 17th, 2012

Two quickie factoids jumped out as me as I was reading through a Hubspot post on surprising internet marketing facts.

  • The click-through rate on triggered messages is 119% higher than “Business as Usual” messages. (Source: Epsilon and DMA)
  • The more posts per day, the less engagement — when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. (Source: Track Social)

So if you’re going to engage your audience with content marketing, make sure you’re talking to them about stuff their interested in when they’re interested.

That means generating content that is targeted at users in various stages in the buying cycle. Generic content targeted broadly just won’t cut it. Personalize and automate.

Second, engagement does not mean inundation. Think about this with your consumer hat on – how many of the brands do you love do you need to hear from multiple times a day?


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