Let social content run free [for traffic & profit]

Letting your brand’s content “run free” on social media by thinking beyond Facebook marketing will increase site traffic and revenues by 12.89%. So promised Michael Lazerow, founder and CEO of Buddy Media, speaking at the Mashable Media Summit 2011.

With 50% of the global population logging in daily and actioning 12 billion likes and comments per month, it is clearly essential to crack this immense platform. A whopping 94% of brands list Facebook as their top social media marketing priority – but what should they be doing to maximise traffic and revenue? Here is Lazerow’s recipe for breaking down the content barriers of social networks.

1. Set up and optimise your social presences

Use content to your advantage on Facebook, using it to crowdsource, offer free gifts and collect information. However, also focus on your content outside of Facebook. Your own websites and online stores are ultimately more important than your Facebook page.

2. Socialise all content to eliminate dead ends

A dead end occurs where a user does something then nothing happens. Small social hooks have the potential to drive a lot of traffic, so don’t waste them. For example, don’t run a poll on your website without also running a feed on Facebook. NFL did this and invited 43,336 votes. Also…think of Facebook’s Ticker as a free pay-per-click channel, sending free viral traffic to your website.

3. Use social to make money today

Think of social as part of your business system, rather than a separate silo. A great example is Cosmopolitan’s Kisses for the Troops campaign – sending virtual postcards to the troops. As well as generating magazine content, the effort integrates interactivity on its Facebook page, apps and other social hooks both within and outside of Facebook.

Social commerce is very possible, but requires social integration at every stage. Look at retailer Bonobos as an example. The clothing brand had great success offering $50 discounts to those who referred a friend to purchase via Facebook, demonstrating how to utilise an existing Facebook fanbase to bring in new business.

Click here to viewLazerow’s full presentation.