Home Affiliate Marketing Blog Playing devil’s advocate: Is Share to Social worth it for your business?

Playing devil’s advocate: Is Share to Social worth it for your business?

Playing devil’s advocate: Is Share to Social worth it for your business?

There’s no denying that social media is getting all of us hooked, and fast. It’s addictive and irresistible, like candy is for children.

But what happens when children eat too much candy? A sugar high of course, and eventually over time it can result in tooth decay.

Are we doing the same thing as we rush to jump on the social media bandwagon, quickly adding it into every aspect of our business because it’s fresh, exciting and the cool thing to do – only for it to one day dawn on us that we’ve done it all wrong?

Sometimes, yes. If you introduce social media sharing to your website and marketing campaigns but don’t first fully consider what is right for your business specifically, or consider the ‘what next’ consequences of doing so, then you’re probably doing yourself more harm than good.

Let’s look at a specific scenario: replacing ‘forward to a friend’ with ‘share to social’ in your email marketing campaign.

Now at first take, this sounds like a no-brainer – and under the right circumstances, it is.

4 good reasons why Share To Social trumps Forward To A Friend

1. It is much easier for a user to share by simply clicking a link (rather than manually entering a friend’s email address).

2. Sharing to a social media channel gives far greater exposure to tens if not hundreds of people, much faster, than by forwarding to one friend.

3. The act of sharing increases user involvement and brand awareness. Positive interactions such as these build a greater relationship between your customers or prospects and your business.

4. There is less perceived risk at sharing content through a social media channel. Some subscribers worry that websites will spam their friends if they use their forward to a friend web forms.

Share to Social isn’t something you want to miss out on if it’s right for you, so let’s address some basic questions before you jump into this:

Q: Will people want to share my content with their greater social circle?

A: lot of this comes down to common sense. If you’re in an affiliate marketing niche such as yeast infection, save my marriage or even attract women – it seems fairly unlikely people will be wanting to share your content on Facebook with their friends. These are situations where sticking with a forward to a friend option would make more sense.

Q: Is my target market using social media and which channels?

One day, this question will probably be redundant. But for now, there are still plenty of pockets of people who simply don’t use social media, know how to, nor have any desire to.

The only way to really be sure on this one is to ask. Collect this data as part of a quick survey to those on your email list, you might be surprised with the results. What would be the point of adding a tweet link to your email if only 2% of subscribers use Twitter?

Once you’ve done this background work and are ready to implement share to social, the next question you need to look at is – is it worth your time and effort?

Does content sharing by your subscribers provide the greatest ROI? Are there alternative measures you could be spending your time on that would give you a greater return?

If people are re-tweeting your content left, right and centre that’s great but does it mean you need extra resources to accommodate your increased presence on Twitter? Is it worth it?

What if you enabled share to social on your content and it got everyone talking about you, but for all the wrong reasons?

These are just some of the questions you need to consider and monitor carefully when you make the leap into the social media wonderland. As the reigns of your marketing campaign are shifted more into the hands of your subscribers, it pays to keep one thing in mind before you make any radical changes:

You and your users are at the mercy of the owners of social media sites, whereas email is not owned by anyone. Sure, passing the bat to your subscribers to maintain your marketing presence looks like a very tempting candy… but do you know how long that sweetness will last?

How much control do you want to have?

 

8 Comments Add your comment
  • Reply Todd Wallace2539 days ago

    Social media marketing is all about creating relationships, much like building a thorough website or committing to writing a blog, If done incorrectly, it can ruin your reputation. But it can also turn into a good communication channel. You have to market where the eyes are looking and if the conditions are right, the eyes are looking at social media.

  • Reply James Pruitt2538 days ago

    hey Kim, I agree with some of your points but not necessarily all of them For example, the get your ex back niche could get a lot of shares, depending on what social sharing platforms people use. I see them going viral on digg and stumbleupon all the time, but not so much on twitter and facebook.
    The thing is social media is about finding which social sites people in your niche are on, and directly engaging those people.
    . Fb isnt for everyone, neither is twitter. but 90% of the marketers out there are too lazy to do any niche research. They look to copy someone elses strategey and refuse to think for themselves. that doesnt work with social media. In order to succeed you need to go find where people in your niche hang out, and put your content in front of those people. finding that out is usually the hard part. getting in, and building your reputation once you find them can be really easy.

  • Reply Matts Matts2537 days ago

    I agree with what James says here with a lot of stuff about Social media. But its important also what you mean with social media? Any web2.0 site these days has more less social interaction and could be called social media. Are you talking about the 1000 copies of Twitter, Statusnet(microblogs) and so on.

    Or are you just talking about anything that has social interaction like Squidoo? I think Social Media as a word is very abused and is poorly defined ... Anyways back on topic :). For brand recognition i see lots of value with almost any social medial. But for some affiliate that has sites in 10 different niches Its gonna be hard to be such a good "expert" so anyone would put any trust to the person in first place. I think its more waste of time than not and time could be better invested else where. I mean if you are a good successful affiliate you could maybe do great with social media promotion in Im niche and maybe some help your self to success type of niche. After that there is not much time left of the day...

    I would also really like to see some ROI Reports on social media for some general affiliate. I mean obviously you can drive good traffic from web 2.0 sites if you call that social media... But microblogging on statusnet or twitter or some type of pligg site is not going to take your conversions faar. Twitter could be cool for list building id imagine I have not really tested that strategy myself...

  • Reply Jennifer Rai • 2526 days ago

    I am a huge advocate of the power of social media for business. If done correctly, social media marketing has a higher ROI then any other advertising media. The key to to make quality connections and provide quality content. That being said, if the content on your site is worth sharing, then you should absolutely have plenty of convenient ways for readers to share.

    Thanks for a great post!

  • Reply Siofra Conaty2523 days ago

    Very interesting article and comments. From a user perspective, I would prefer more control over the sharing options. Although one can certainly argue that there is no such thing as privacy online, at some point I think people will start to switch off because of the hassle involved in trying to control it. Facebook in particular can be a pain!
    So the question is, does this put me off engaging with products at times? My answer is yes. I wonder how many others feel that way.

  • Reply Derek • 2519 days ago

    For business purposes, social media can offer unparalleled opportunities to connect with your customers. As a retail manager, I am constantly on our Facebook and Twitter pages offering tips to customers and inviting discussions. What better way is there to create brand loyalty than to spark conversations with dozens, if not hundreds, of "fans" simultaneously? I love the impact social media is having, but it needs to be fully understood first. Don't just start adding social media and sharing options because everyone else does. Fully recognize the opportunities and commit to it being a part of your organization.

  • Reply eric • 2482 days ago

    i agree, indeed social media can offer you amazing opportunities to interact and relate to buyers, but it should be done with moderation. don't go overboard

  • Reply social sites • 1980 days ago

    Does your website have a contact page? I'm having problems locating it but, I'd like to shoot you an e-mail.
    I've got some creative ideas for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it develop over time.

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