The workshop covered the theory and practical elements of online marketing, discussing the fundamentals for successful engagement, while guiding participants through the use of several tools, including Facebook, Twitter and HootSuite.
Websites, and social marketing tools, need to be considered as a form of marketing. Organisations need to understand who they want to reach and why. Unfortunately many organisations jump into social media, without a marketing strategy that considers how their online presence supports their brand.
Websites need to be maintained and kept up-to-date to show that your organisation is relevant. Similarly a social media presence with very little activity, will provide a detrimental effect and will fail to encourage wider engagement. Integrating social media tools with a website can assist in reducing the time required to add content, meaning there is more time to curate and foster communities.
Furthermore, it is important that organisations have robust media and communication policies that incorporate the usage of social media. These policies should be readily available, so that all stakeholders are aware of what is considered as acceptable use for social media. Organisations should attempt to engage people with negative comments and resolve difficulties offline, while offensive items should be removed immediately.
Online marketing, supported by the effective use social media, has the potential to increase the reach of an organisation, but it needs to be supported with the right strategies.
Thank you to the participants who attended the workshop and for discussing your online marketing needs.