“All meat, no filler” is a good prescription for success on the Internet.

Writing in “Content: The Foundation of a Social Media Campaign” on adotas.com, Michael Flanagan, president and CEO of TMP Directional Marketing, says, “Although it ultimately is up to you to find out what works best, the foundation of any successful social media campaign lies in the content.” How to determine what’s best? Observe how the media are used and what the users are saying about your company or product. If it’s negative, resist the urge to jump in and be defensive. A response may be crucial, but “the way you respond is even more crucial. … don’t act like a marketer. Consumers ultimately want to hear from real people.” Having supporters respond is even better, he says. If the campaign appears consumer-driven, success is more likely.

The SSN Take: Really talk to your customers.

John Sniffen, March 10, 2010

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