In our previous post, we introduced the four (very) different social media marketing activities:

1 – Social Listening – Monitoring and responding to customer service and reputation management issues on the social web.

2 – Social Influencing – Establishing authority on the social web, often through the distribution and sharing of valuable content.

3 – Social Networking – Finding and associating with authoritative and influential individuals and brands on the social web.

4 – Social Selling – Generating leads and sales from existing customers and prospects on the social web.

We talked about Social Listening yesterday. You can read that article here.

In this post, we’ll talk about Social Influencing.

If your business goals are to increase engagement, authority, social followers, or website traffic you should have a Social Influencing campaign in place.

You know the drill. Create educational, inspirational, and/or entertaining content and distribute it to your network on channels like Facebook, Twitter, Instagram, LinkedIn, etc.

If you’re new to this game, pick one content type to produce and one channel to begin distributing. Content types include blog articles, videos (short or long form), podcasts, and images like infographics or photographs.

Remember that Social Influencing is a very different activity from the other three social media marketing activities. The distribution of content role might live on your marketing or content team while Social Listening might live in the Customer Service department. If your company is smaller, a single person might be handling all four social media marketing activities.

Here’s an example of language learning company, Rosetta Stone, publishing a piece of content to Instagram to build engagement and authority:

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