. . . that the themes that make for effective social media marketing were ones that repeated over and over again.  Among these were five that stood out:

  • Target your market/audience
  • Engage your audience
  • Establish a personal connection
  • Keep it current
  • Commit to doing it right

These five themes rang true in all of Mike’s interviews, the range and diversity of which was considerable.  They appeared again in my classmates posts, and in research about what the ‘experts’ had to say.

Two very different organizations employing social media for marketing are CDM, a global, for-profit company, and The Animal Rescue League of Western Pennsylvania. It is a community based, non-profit organization.

CDM is an environmental engineering consultancy, based in Cambridge Massachusetts.  They use YouTube, Twitter, Facebook and LinkedIn to keep in contact with their staff, clients and their market base.  On YouTube, CDM posts videos about some of their recent projects.  In this way, they are sharing their most recent successes, and thus appealing to their target market.  The videos were interesting, and well produced.

CDM uses its Twitter account to announce a wide range of industry relevant and company specific tweets.  For instance, it uses Twitter for employee recognition, company acquisitions and national news pertinent to contracts and sales.  On LinkedIn, CDM’s site searches for new employees, and announces recent hires, employee awards, promotions and employee professional news.

The Animal Rescue League of Western Pennsylvania, located in Pittsburgh, has an open door policy for providing food, shelter and medical attention to neglected or abandoned animals.  The League tries to return lost animals to their owners, and finds new homes for those abandoned.  The ARL uses Facebook, Twitter and Tumbler to stay connected within the community.

On Facebook, the ARL announces upcoming events, solicits donations, and posts images of recent adoptees and animals still in search of an adoptive home.  It also announces services, promotes giveaways and collaborations with other Pittsburgh organizations.  The site is constantly updated, and is very much directed towards the search for prospective adoptive homes.

ARL uses Twitter even more fluidly.  There are tweets about the shelter’s current residents, upcoming events, public awareness campaigns, and recent success stories.  A cute tweet recently by an ARL employee profiled Max the Cat, engaging the viewer via a link to Max’s own Facebook page.

The ARL’s blog page on Tumblr recently featured baby squirrels just brought into the League’s Wildlife Shelter.  Posts are frequent and varied, ranging from featured dog or cat of the week to volunteer appreciation to upcoming community services such as the Microchip Clinic.  In my opinion, the ARL effectively engages their target audience, forming personal connections while keeping the information current and relevant in their social media marketing.

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