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BizReport : Social Marketing : August 25, 2011

3 Social media tips for 2011 holiday season

Although the back to school shopping rush is still on in some areas, there are some trends happening now that online brands can use to get a bigger bang for the social media buck during the upcoming holiday shopping season. Social media makes it simpler for brands to connect with their audiences and to have messages, deals or product information spread in a viral manner.

by Kristina Knight

A new survey from Bizo finds most executives understand social is performing, but they continue working to 'catch up' with social analysis. I had the chance to catch up with Bizo CEO Russel Glass to chat about the survey and current trends in the social space. Russell believes the back to school shopping rush will show that social outlets pushed the distribution of coupons and deal information for shoppers.

Kristina: In the survey, less than one-fifth say they've seen how social analytics can impact a campaign, why do you think more brands haven't begun social analysis at this point? (You can read more about the survey here.)

Russell: I think this is primarily because there are so few options for measurement out there. We launched Switchboard because our marketer clients were asking us how we suggested measuring the efficacy of their social channels like Twitter and Facebook. They can now see exactly which business audiences are interacting and converting, and what that's doing to their marketing efficiency. Only now that they're seeing what data is available, are they beginning to have a better sense for how to use it to improve campaigns.

Kristina: What are your top 3 tips for social campaigns heading in to the holiday season?


  • Know what you're trying to accomplish and who you're trying to reach

  • Measure before you launch the campaign to create a baseline and measure after the campaign against that baseline to highlight specifically what the campaign accomplished

  • A/B test your campaigns to get even more data to improve your efforts over time. If you're not testing, you're wasting valuable opportunities to learn.

  • Tags: 2011 holiday shopping, Bizo, Russell Glass, social commerce, social marketing, social media, social tips

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    • Love your ideas in this post. I recently posted some tips for retailers to get their social media marketing ready for the holidays that could be helpful as well!

    • If you don't have a clear goal in mind, your social media marketing campaign is doomed from the start. You can't just take the "throw it against the wall and see what sticks" approach anymore. Social media has evolved into a much more mature tool.



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