Posts Tagged ‘interactive springboard’

Social Media via Online Media Room Provides Value

By Mary Beth West

This past month, our Interactive Springboard joint venture had the opportunity to create from scratch a new online media room for our client, Lumberjack Sports International.

The media room lives on the Lumberjack Feud website (created earlier by a different firm).  The purpose of the media room is to create a designated spot for media to collect news and feature information, including graphics, for this timber sports-themed development opening soon in Pigeon Forge, Tenn.

The media room helps make the media’s job easier by providing ready-made content to use as story background or even as-is for updates on new things coming to Pigeon Forge and Southeastern tourism.

The attraction is already being followed on social media by hundreds of people, and the development’s management team is smart not to leave media reporters out of the equation. 

Social media links as well as the e-newsletter sign-up are all included in the media room to help reporters stay in real-time tune with news developments and announcements as they are posted.

If your company has a media relations program in place, then don’t forget the power of social media to create vital links with those contacts.  An online media room is a terrific platform to help make those connections happen.

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Making Social Media A Driver of Genuine Relationship-Building

by Tori Rose, Principal, Blue Media Boutique

Your social media content is consumed voluntarily, so it has to be valuable enough to pay attention to. We all have topics we think are important, and it’s pretty typical to want to share them all, but you can’t make your audience consume your content. Here are a few things you can do to make sure your content is meeting the needs of your audience:

  • Analytics: What kind of content is your audience already consuming? What pages are being hit? What posts are being read? Take a look at your analytics and let them determine where you should focus future efforts. Note: If you don’t have analytics set up on your website, consider Google Analytics. Google Analytics is the web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.

  • Keywords: Now that you have a better sense of what your audience is absorbing on your site, analyze the terms they are using to find your site. If they are searching on a particular service, make sure you have enough content on your site describing that service. If they are searching on a product, consider adding a page about that particular product. It’s possible you are wasting time writing and editing content that no one is reaching. An analysis of these keywords will help guide that effort.

  • Site search: If your website has a search engine, it can be the best indicator as to what content your audience needs/wants. You can find out what your visitors search for and which pages they visit as a result. You can also see where they begin their searches, how many pages they visit after searching, and which product groups they are most likely to search.

Keep an eye on what your audience is doing and continue to engage them. If you meet a need, and become a trusted resource, you will begin to build relationships with your audience that will prove invaluable over time.

For more on this topic, check out our presentation: No Cookie-Cutters Allowed: Making Social Media A Driver of Genuine Relationship-Building.

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Posted in Best Practices, Blue Media Boutique | No Comments »