Like a Perfect Symphony, Social Media Has to Hit All The Notes — Think Like A Bride-Marketing Mojo for Wedding Businesses

Social media marketing is a much more complex animal than most people seem to think. You cannot just do a bit of it and think it will achieve your goals. In truth, for it to work it has to be a full on social media campaign. Like a well orchestrated symphony, if one part is missing or off key, it will fall flat.

All the tools of Social Media are but pieces of the larger puzzle. Some are to build buzz, some are to spark interest and build tribes, some are used to give deeper information and yet others are best used as a clear call to action. Then there are tools like Twitter and Foursquare that serve to provide the constant beat of jungle drums in the background to keep the movement alive.

Let’s break one down. In our example we are marketing an event to showcase our business.

First off, get your information ready for your blogsite.Big, splashy, information rich with links and details aplenty. This is in essence, the home base for your media campaign. But don’t launch it all yet, just tease it.Put a lead generator on the page to gather email addresses. “Be the first to know more”

Next you should start teasing it on your FB and Twitter. Lay it out and start building excitement. Put up tweets and status updates saying that “You won’t believe what we have in store for you.” Then start leaking details. You have to do this frequently and you can’t stop. In your symphony, this is your base line. Mind you, you can’t just keep retweeting the same thing over and over. Change the notes. Every thing should link back to the page on your website.

Now that you have tweaked everyones curiosity, roll out the full content on your blog/website. Start getting into buzz building detail on FB. “Just met with {caterer} for a tasting and OMG the food will be fabulous!” “What do you think about our signature cocktail {name}?” “Just saw the mock-ups from {florist}. Wow, just Wow”

Everyone of those vendors needs to be in on the campaign, even if you have to write the content and set up the tweets for them. This is a multipronged attack and it all has to work in unison to achieve it’s goals.

Now you send out the email blast. You send it, your vendors send it and you track your response. The email should match the page on your website and it simply must limit the number of reservations accepted and a time frame. The more scarse and coveted you make the tickets the faster they will sell.

Now you and all of your vendors should be posting updates on their blog helping to build the excitement.

One week later, send the next email blast. In fact, do two. On would go to the people that opened the first but did not respond. Say something along the lines of “Don’t miss the boat” or “Last chance to register”. the other email should go to the people that did not open the first one. Your subject line has got to make their mouth water.

Don’t forget to keep up that baseline of Twitter and FB. On Twitter you should start thanking people for registering. “@{name} I’m so glad you are coming! Can’t wait to see you.” “Dear friend of {company name} @{name} just registered. I can’t wait for you all to meet her.” Put those names out there and make it a social event.

Keep this thing running until the event starts and beyond. Heck, Tweet the event. Those that missed it won’t miss your next one.

Yep, it’s a lot of work. If you look at the alternative of using traditional media you are looking a a massive spend in money instead of time. If this is important to you, take a fraction of what you are saving by not doing traditional media and hire some one to orchestrate the campaign. Money well spent.

or you could just wing it. LOL yeah right.