An article in the current issue of The Economist that has absolutely nothing do with marketing or social media struck a chord with me regarding marketing strategy–particularly as it involves social media.
The piece is on relieving New York City’s strained waste and stormwater collection systems by planting more gardens and other rain-absorbing “green” infrastructure, as opposed to fixing leaky pipes and building new ones. The goal: reduce the amount of run-off that swells the system during storms and causes overflow discharge into rivers and streams.
What’s the connection to social media strategy? It’s all about using what you have. By tapping roof space and other unused areas of concrete jungle, city planners are leveraging existing resources to help them get where they need to go. Applying the same philosophy to your social media effort will make your life easier–and your effort more effective.
Got a commercial running on local TV? Make sure it’s online somewhere (YouTube, Vimeo, Facebook…) and that you tell your social followers about it.
Got some great print ads going? Put them on a photo-sharing site (like Flickr or at least in a Facebook photo album) and increase their reach.
Do you send out an e-mail newsletter? Make sure it’s archived on the Web (e-mail programs like Constant Contact make it easy) and push the link out via Facebook and Twitter.
The point is, don’t think your social media content has to be 100% organic. Use what you’ve already created as part of your overall marketing communications plan. It’s a great way to help integrate your efforts, and take some pressure off your content creators.