Diving into the world of digital marketing is a big endeavor, whether you work for a new startup or an established company. Whether you use an external PR agency or handle things in-house, adding social media to amplify and enhance your traditional PR activities and events is just smart business. But consider some basics about digital marketing before taking the plunge.
TIME
I visited with the fine officers of the FA30 marketing course at Fort Leavenworth recently. One thing we discussed is the misconception that social media is “free.” It requires time, forethought, planning, more time, money (if you really want to be heard on Facebook, for example) and patience.
If you’re a regular or even occasional reader of this column, you know it’s no secret that social networks are increasingly “Pay to Play” and that organic reach is dropping considerably. Understanding this is important because you then have to figure out how you are going to be heard above the noise. You could up the quality and sophistication of your content, using more videos (have you seen a six-second Vine?) and compelling images. ( See previous column on Vine videos.) You could also put some money behind your posts/tweets, increasing their reach. These tactics take time and considerable planning…
