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The Five Steps of Social Media Marketing
By: Dr. Maurice A. Ramirez
Entrepreneurs are using the newest Internet trend: professional social
networks. Services like LinkedIn, Konnects, Ecademy, Plaxo and even Facebook
provide professionals the opportunity to meet and collaborate with
colleagues worldwide. These professionals fall into two distinct groups who
utilize social networks:
1. Those for whom the emphasis is on the word "network"
2. Those for whom the emphasis is on the word "social"
Those who emphasize the word "network" seek to promote and expand their
business. Those who emphasize the word "social" seek to promote and expand
their Christmas card list. Social Media Marketing is the systematic approach
to using social networks and other "Web 2.0" and "Web 3.0" technologies as a
part of an all-inclusive marketing plan.
"Begin with the End in Mind"
Steven Covey's 5th habit (7 Habits of Highly Effective People) is one of the
truisms of planning regardless of the purpose of the plan. The rapidity with
which the field of Social Media Marketing is changing, new sites debuting,
new functions and innovations make any treatise listing specific services
obsolete before it can even be printed. However, when the social networks
are viewed as tools the emphasis shifts from recommending specific sites to
Step One: Define the goals then match the tool to the purpose.
Goals vary from business to business and professional to professional, but
the identification of goals is key to determining what characteristics are
needed in a social network. Further, once a social media marketing program
begins to meet with success, a deluge of invitations to other networks will
begin to arrive. A prioritized list of goals will ensure that the social
media marketing plan does not suffer "mission creep" by pursuing unrelated
social networking opportunities.
Boundaries, Budgets & Bull's-Eyes
The rule of cellular operations is that leadership sets the boundaries and
budgets and allows the team charged with achieving the goal to "hit the
Bull's-Eye" on their own by any means that respects the boundaries and
budgets sets. This form of leadership is used in all manner of situations
that require high achievement in a rapidly changing environment. Special
Forces teams, SWAT teams, corporate crisis teams, even medical resuscitation
teams and Emergency Medical Services operate in this micromanagement-free
Step Two: Set boundaries and budgets that govern the efforts expended in
social networking while allowing the social networker "hit the Bull's-Eye."
Most professional social networks offer a free and one or more "premium"
memberships. In most or all of those with "premium" memberships, it is
possible to "earn" free premium upgrades by recruiting new members to the
network platform. With all these incentives, it is only necessary to spend
money on professional social network membership if a specific paid premium
membership function or service is needed to achieve the goals set in step 1.
This does not however mean that social networking is free. Most successful
business social networkers agree that success requires a minimum of 40 hours
per month spent building the network and communicating with network members
and online contacts. The biggest area of budget bloat is time spent
Be very critical of the time spent on social media marketing. Time has a
definite value in real dollars and time spent on social media marketing must
provide a real and measurable return on investment. It is all too easy to
spend endless hours enjoying the many "features" of social networking sites.
Whether answering posted questions and earning the tag "Expert" or racking
up endorsements and testimonials, every minute spent online must have a
purpose, must contribute to achieving the goals and must provide a return.
Create a Cult of Personality
Once the goals, budgets and boundaries are set, it is time to begin
networking. Whether online or in person, the most important tool of the
social networker is dialogue. Online networking must include direct and
individual communications with every member of the network. This is the
process that separates those using social networks to expand their business
and those seeking only to expand their Christmas list.
Every time a new member joins the network, that new contact must receive a
personalized email welcoming them to the network. This mandates that the new
contact's network profile be read and the contact's interests made the focus
of the email. The process of customizing the welcome to the new contact has
a side benefit to the business because it forces the business to define its
relevance to an ever expanding and ever deepening market demographic
described by the social network developed online.
Step Three: Communicate and connect, don't just collect.
The object of the entire social media marketing effort is to build a network
with a personal bond and the ability to refer paying customers or become
paying customers themselves. This means the network members must become
raving fans even before they make a buy or refer decision. Those who have
been networking in real life for years know this is much harder than turning
a satisfied customer into a raving fan. Unlike in person networking, online
networking limits the level of interpersonal exchange and thus "likability."
A social network makes the transition to raving fans because of the
personality of the network leader. Use the regular communication with
network members as a "personality conduit."
It's Called the "Web" for a Reason
The highest accolade for a businessperson using social networks as a
professional tool is to become a "meta-leader." Based on concepts taken from
disaster healthcare and emergency management, the "meta-leader" is a bridge
for communications across industries and a role-modeling leader within their
own business. In social networks, whether professional or personal, this is
a truly pivotal role because as a "network node" the meta-leader is the
point at which multiple individual networks begin to overlap. The
meta-leader is the connection and the conduit for all these networks and
even across social networking websites.
Step Four: Attract like-minded people, then lead them
The key to becoming a meta-leader in a market niche is to become a gathering
point for other online professionals and their respective networks. All the
professional social networking websites have the ability to create clubs, or
groups, or collectives. By volunteering to create and manage such a group
the meta-leader becomes the point of convergence for everyone interested in
Time to Get Real
Once the goals are set, the network built and the like minds have gathered,
it is time to expand into the non-virtual world. The popular term for a
social networking group meeting outside of cyberspace is "In Real Life" or
simply "Live." Virtually all local chapters of online professional social
networks have a "Live" meeting. This is where meta-leadership changes a list
of network members into life long business relationships.
Step Five: Make it real in real life
Depending on the local culture and networking traditions as well as the
subculture of the online network, a traditional "dinner and drinks"
networking event may be in order, but a "picnic in the park" or a "burgers
and baseball" format may be more appropriate. The key is not the
surroundings, but the opportunity for people who have built an online, but
nonetheless real relationship to put a handshake, or a hug, to the profile
Online professional social networks and social media marketing are the
newest tool in the entrepreneur's business success kit. Properly used, it
promises business expansion and profit growth.
About the Author:
Dr. Maurice A. Ramirez is a professional speaker and founder of the
consulting firm High Alert, LLC. Board certified in multiple specialties, he
serves on expert panels for pandemic preparedness and healthcare surge
planning. Dr. Ramirez is Founding Chairperson of the American Board of
Disaster Medicine and a Senior Physician-Federal Medical Officer. As a
consultant, Dr. Ramirez assists companies to align business continuity plans
with personnel and customer behavior during adversity. His website is
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