Advanced Social Media Marketing? Back to Basics First!

by Massimo Burgio

I keep reading about companies and brands “investing” in very expensive internet marketing and social media “executive reports“, where the only things they get is aggregated data that doesn’t reflect at all their business, their market and, most of all, the level of resources, professionalities and skills these companies will have to actually deploy in such fields.

At a recent meeting a potential client asked me: “Do you know that on Instagram there are 58 pictures uploads per second, 5 million pictures per month“? I looked at him and, with my best “consultant’s smile” I said “Sure!” – but at the same time I was thinking “And what do you care, when your website is not even optimized for search engines, your social media presence is risible, and the Instagram users are not your target audience?“.


Q:Did you know that on Instagram there are 58 pictures uploads per second, 5 million pictures per month“?

A: “What do you care, when your website is not even optimized for search engines and your social media presence is risible“?

gsi-logo-oldiesThis section of the site used to be very active as a blog, but we stopped blogging at the beginning of 2013. This article is from December 2012, but we think that its insight can still provide value, so we included it in our new site, in this “ex-blog” section that we now see mostly as a “online marketing resources” page, a sort of oldies but goldies.

We hope you liked the article, feel free to share it. Sorry if some references are dated; we “remastered” our blog posts to fit the new GSI site design, and we included a few updates while republishing the content, while deciding to leave the articles mainly untouched, as they also represent some sort of “family photo album” for us.

Thank you for reading our blog, and for following GSI.
Massimo Burgio

Other classic things I hear at meetings are the need for a “viral campaign“, the desire to “develop an iPad application” or even to implement an “e-enterprise model” – and this is when, respectively, their company websites are not even SEO-friendly, their target audience is not tablet-ready, or their internal resources still cannot get the difference between a browser and a widget (yes, this still happens in 2013). It’s about time to stop this hype, and to go back to basics!

I don’t need to write a long article about it, as I’ve always been advocating the need for a rational approach to internet marketing, and a strategic approach to search and social media marketing.

Let me just drop a memo: before engaging in internet marketing activities, specially if expecting quality results and some form of return on the investment of money, time, resources and reputation, companies need to refocus on the following basics:

  • a solid internet marketing strategy;
  • clearly defined internet marketing goals, supported by achievable KPIs;
  • a skilled and constantly trained internet marketing team;
  • a website optimized for search engines, performance and conversion, social media ready, and of course responsive, for best visualization and interaction across all platforms, including mobile and tablet;
  • a solid social presence across several social media networks and platforms;
  • content, editorial and engagement plans, consistent with strategy, goals and target audience;
  • a social media / internet marketing policy for employees;
  • constantly monitored analytics, and an actionable analysis of data.

Does your organization have all the above basics in place? If not, don’t waste your time, money and resources trying to achieve a level of internet marketing you are not ready for. Just take a step by step approach, and you’ll eventually get there. But, first of all, remember to go back to basics! The key to a successful re-engineering of the entire internet marketing and social media marketing set-up are two major interventions, and both gets filed under “training”:

  • strategic training for top management and A and B level executives, that will allow to re-focus, re-plan, re-structure and re-organize the internal resources and the whole company focus;
  • operational training for all employees, specially for those whose whose activities have an internet marketing impact, so they can learn the basics, and also the advanced topics of social media marketing.

To learn more about the importance of internet marketing and social media marketing training, check out my relatively new blog article about training – while the article has been published more than one year ago, the content and the Slideshare presentations included are still very valid to today’s internet marketing training needs. Or you can just get in touch with us, and we’ll figure out together what are your organization’s training needs.