Internet Week 2011: 5 Tips for Creating a Simple Online Brand Presence

by Mary Salvaggio on June 6, 2011

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It’s Internet Week once again in New York City. This year, Affect is hitting the streets and checking out the events then blogging about what they learn and see. With events happening all over the city, there’s plenty to check out. To read the latest updates from Internet Week, check back here daily for Affect’s insights and updates. And please, let us know what you have learned as well!

This morning I attended an Internet Week New York session entitled, “Social Media Simplicity Toolkit: How to Avoid Over Complicating Your Brand Online.” The session was set up in a panel format and was made up of the following four dynamic participants:

  • Stephen Zangre, Facebook, manager global marketing solutions
  • Chris Phenner, TBG Digital, VP business development
  • Myles Kleeger, Buddy Media, general manager of strategic brand initiatives
  • Jared Feldman, Mashwork, managing partner, founder

As the title of the session suggests, the theme of the discussion was the importance of creating and maintaining a simple social media strategy. This session primarily focused on a brands’ presence on Facebook. While responses to questions varied from panelist to panelist, there were several important messages that kept resurfacing throughout the discussion.

Some of the content reinforced what I already knew through experience with social media, while some new ideas were presented that I’m eager to test out. In an effort to pass along some of the tidbits I picked up, I’ve pulled together an overview of some of the key takeaways.

  • Brands need to “get over themselves.” Content posted in Facebook news feeds and on brand pages should be useful, thoughtful and interesting to the readers not as a self-serving page for the brand.
  • Understand that “getting lots of ‘likes’” is not a measure of success. Brands need to determine what they want people to do after they “like” them – determine what the desired action is.
  • A Facebook page is not a microsite and content should not mirror the website. Facebook should provide unique content that supplements information on and drives traffic to a website.
  • Be consistent both in voice and the frequency of posting. If the brand doesn’t have a “personality” (like the Old Spice Man or “The Most Interesting Man in the World” by Dos Equis), the voice in which updates are written should have the same tone, even if multiple people update it.
  • Realize that social media marketing is only one part of the marketing mix and should supplement other efforts, both online and offline.

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