Week 2 Guest Speaker Roundup by Jamie Madrid

A Conversation with Serena Ehrlich, Director of Marketing, MoGreet

Jamie Madrid

By UCLA X425 Student Jamie Madrid

While social media is no longer a brand new phenomenon, it can leave the average Joe’s head spinning, almost always ending with the never surprising question: ‘How is this going to help our bottom line’? As PR and marketing experts, it’s our job to not only keep up with this ever-changing landscape, but to offer our clients measurable results. But where do we even begin and how do we convince our clients that social media is worth our monthly retainer?

All hail Serena Ehrlich, Director of Marketing at MoGreet, founding board member of Social Media Club (national & Los Angeles) and social media maven. Serena is a self-described ‘social media geek’ and is always on the latest and greatest in tech. While our conversation with Serena could have gone on for ages, we had only an hour and a half to pick her savvy brain. Serena broke it down into layman’s terms. Here’s a summary of what we learned:

When used correctly, Social Media can:

  • Generate awareness
  • Increase engagement
  • Increase influence
  • Motivate action through purchases, leads, etc.

Where do we begin?

1.     Set goals:

    1. Adjust goals as you go

2.     Let the data tell you where to go:

    1. Figure out where on social media your audience is, and reach them there.
    2. A few tools to help you find your audience:
      1. Google Trends
      2. Technorati
      3. Social Mention
      4. Topsy
      5. How Sociabl

3.     Get Involved:

    1. Join the social media platforms that best suit your audience.
    2. Most of the time, these platforms will include
      1. Facebook
      2. Twitter
      3. YouTube
      4. Instagram
      5. Pinterest
      6. Google+

4.     Interact:

    1. No one likes a wallflower, and no one likes the guy who talks too much. Participate in the conversation.
    2. Studies show it takes 12 touches on social media for a consumer to purchase a product.

5.      Find influencers:

    1. Influencers can help you expedite your communications strategy and offer added credibility for your brand.
    2. A few platforms to find influencers include:
      1. Klout
      2. Kred.ly
      3. FollowerWonk
      4. PeerIndex
      5. Alltop

So, how will monitoring and participating in social media help your client’s bottom line?

The answer is simple. Social media is the first place a crisis will break. It will travel slowly up to trades and your industry. The last place the crisis will hit will be financial outlets, stocks, your investors, sales, etc. If you can stop the problem while it’s limited to social media (before the issue affects your bottom line), isn’t it worth investing the effort?


Strapped for time and need a little help?

These platforms can help you schedule some of your social media activities:

  • Buffer App
  • Tweet Deck
  • Time.ly
  • Co-Tweet
  • Hootsuite
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