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Avoiding Social Incrementalism: Six Social Media Insights

by Randall Craig on January 17, 2014

Filed in: Blog, Make It Happen Tipsheet, Marketing, Strategy

Tagged as: , ,

If you are ahead of the curve in your social media and web strategy, you know there is no magic bullet: your days are spent making minor changes to improve SEO, more minor changes to improve on-page conversion, and a-b testing to improve email response rates.  Once each year, however, it makes sense to rise above the weeds, and consider the new.

Here are six quick reads that can help you do this:

  • Improving Web ROI:  No longer should web investment be a question of hunches.  This post captures the key metrics and provides specific ideas to improve conversion.
  • Scenario Planning: Social Response Strategy:  Does it make sense to pre-think responses to common queries?  Doing so allows the response task to be standardized – and delegated.
  • Omni-channel experience:  It’s not 1978 anymore: with so many paths towards a transaction, marketing and business development has become significantly more complex.  Learn about Omni-channel marketing and the customer journey.
  • White papers and Inbound marketing:  “Monetizing” thought leadership is easily defined but difficult to execute, without a robust content strategy.  This post describes six ways to use your experience to attract the right clients/customers/members.
  • Five principles of web usability:  Usability isn’t just a question of simple websites: it directly impacts your brand, and your web conversion rates.  Test your site against these five principles to see how you do.
  • From Landing pages to micro sites:  Whatever you do in the real world must also be reflected online. But how much effort should be put into it?  There is a hierarchy of options – learn about them here.

This week’s action plan:  It won’t take more than 30 minutes to read through these links.  Choose one area that you had not considered, and put it on your calendar for action.  Continuous improvement is critical, but without considering “the new” leads to social incrementalism – and opportunity lost.

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Randall Craig

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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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