Social media marketing – the difference between ‘good’ and ‘great’

The subject of social media marketing is one which often causes great debate – because it’s highly personal for some, and an emotionless marketing exercise for others. The one unavoidable fact about social media marketing, however, is this: some deliver a good effort, whilst others are simply great. And given that attention spans online are getting shorter as we’re all bombarded with average, uninspired and middle-of-the-road social media marketing, to ensure your social media engagement stands out means that you’ll need to move from ‘good’ to ‘great’ to garnish any significant return from time spent on social. I’m a huge advocate of ‘great’ over ‘good’ social media engagement. But what constitutes ‘great’ social media marketing, and do you have the time, resources, energy, experience and motivation available to turn ‘good’ into ‘great’ in the first place? Most importantly, can you maintain a consistent level of high-value engagement with your social media campaigns? Great social media marketing, for me, contains the following elements: * Inclusive Great social media marketing is inclusive – which, for me, means the audience gets involved. I respect, admire and return to social media engagement which values the inputs and opinions of a reader, whether it’s on a well-written blog, an open and engaging Facebook profile, or via a lively, fresh and genuine Twitter feed. The broadcasting bores me. Are you being inclusive? * Interesting Great social media marketing is interesting – which, for me, means that the content is well-researched, well-delivered, and well-timed. Interesting social media engagement sparks new ways of thinking, news ways of perceiving things, and new ways of viewing the world around us. Are you being interesting? * Insightful Great social media marketing is insightful – which, for me, means genuine insight into the world is delivered. One of the biggest benefits of social media engagement comes from gaining valuable and varied insights from a range of open, thoughtful and provoking social media campaigns. Are you being insightful? * Inspiring Great social media marketing is inspiring – which, for me, means providing genuine moments of inspirational social media engagement – with real context, real depth and real intelligence. Not the sporadic posting of pictures containing messages such as ‘Be the Best’ ‘You’re wonderful and unique’ or ‘Live your dreams today’. Are you being inspiring? * Innovative Great social media marketing is innovative – which, for me, means presenting new ways of approaching communicating with the world via social media engagement. Innovation might be a provided by hints and tips, fresh thinking around a well-marketed topic, or the simple act of thinking differently from the pack. Are you being innovative? * Integrated Great social media marketing is integrated – which, for me, means it’s part of a bigger social media campaign. Great bloggers and social media marketers are in the right place, and at the right time: this isn’t the same as online bombardment. They’re smart, attracting the right audience to where they want them to be. Are you being integrated?