With the adoption and acceptance of social media among businesses and consumers continue to grow, it is likely that your business already has a blog, a Facebook page, a Twitter handle, a YouTube channel or a Google+ page. That isn’t bad at all but let’s face the fact – it is getting a little crowded on social networking platforms, yes?

Your competitors are on it and perhaps your small business seems to be on the losing end when compared to your larger counterparts. Alternatively, maybe you’re raking in the “Likes” or the “Follows” and you’re thinking that you’ve succeeded in becoming social. Either way, you thought wrong and here’s why:

Social media is not just a game for the large in size.

Unlike certain sports such as American football where physique does matter, social media is a fair game. It also favors small businesses a lot. And by that I really mean, a LOT. Sure, your competitors may be a digit away in the number of ‘Likes’ compared to you but that doesn’t mean they’re doing it right simply because:

1. likes / followers can be bought (very affordable too!),
2. their fans aren’t responding to them (no conversations),
3. their page is deprived of updates (a ghost town), or worse,
4. their page is populated with updates that aren’t theirs (spam)

So, are they successful now? Probably not.

The thing is, you as a business owner or a marketer should be looking out for opportunities to integrate the power of social media into existing promotional avenues, or to create new ones.

Here are three (3) integration points of social media to get you thinking on your next marketing campaign:

Social Media Attribute #1: Networks

What value do social media networks have if you cannot build your own networks on them? Your marketing campaign should incorporate ways that can assist you in growing your networks whether it is on Facebook or Twitter, it is always good to have an established network BUT, don’t stop there.

Take it a step further to build your database by understanding your followers by collecting more information such as their email address to create an audience profile or just to keep in touch with them. Interestingly, research shows that consumers that follow your page / profile DO intend to hear more from you so use this privilege to your advantage. Don’t abuse (spam) them!

Integration ideas: current e-newsletters, in-store promotional standees, press advertisements, roadshows / exhibitions, opt-in registrations, seminars / talks / workshops, pre-releases, product launches and etc.

Social Media Attribute #2: Conversations

Building your own network on social media platforms organically can be tough, and it is an on-going process. One of the key drivers of social media is that it allows you (or your business) to be social, and that means be conversational. Many businesses out there think their job ends at amassing “Likes” but the question is: “What’s next?”.

Get conversations going with your followers. Ask questions, brainstorm for ideas, leave wishes on their profiles, share photos with them… and the list goes on. The trick is to be human and talk as a human, not a corporate figure.

Integration ideas: FAQ page, website / blog (via comments), festive greetings, follow-up content (from other advertising sources), polls for consumer feedback and etc.

Social Media Attribute #3: Sharing

Your next marketing campaign should be something that has the ability to tap into the existing networks of your fans (or personal friends if you just got started) to get them to reach into their own networks. It can be something that they can easily share or actively participate.  It could be a simple contest, a video, fun facts or even some behind the scenes action behind your business.

However, before going into the idea of creating something viral – let me also say that you cannot create something viral. Because viral just happens. It cannot be created on purpose. Most creators of viral content (including videos and games) often say that they did not expect it to become viral.

Integration ideas: in-store promotions, website / blog, roadshows / exhibitions, mini games, videos, contests, seminars / talks / workshops, pre-releases, product launches and etc.

Are you ready to kick start your next marketing campaign with social media?

Keep the above in mind and you should be getting on right track in your marketing plans.

Activate your fans, don’t just collect them like baseball cards. – Jay Baer, Convince & Convert