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Social media is only a part of your company’s total digital marketing ecosystem.  The above visual showcases how we think about the digital ecosystem.  It’s made up of four key components:

  1. Your company’s properties
  2. Conversation Platforms
  3. Publishing Platforms
  4. Media Reach

We’ve noticed that many people say “digital” when in reality they actually mean “social media.”  Don’t get us wrong: Social media is important but it’s only a part of your company’s digital ecosystem.

Here are a few guiding steps to ensure your digital marketing is providing the best return on investment:

Step 1: If there is one place you should never “go cheap” or “scrappy,” it’s your company website (as well as mobile and tablet experiences).  You want to ensure they showcase your brand in the best way possible.

Step 2: Launch on social channels that touch the majority of your client base. It is better to do one or two channels well, then have several mediocre.

Step 3: Create good content that search engines will rate well and that users can relate to. Then publish that content via your social media channels and website.

Step 4 and beyond: Have you ever heard the saying “if you build it, they will come?”  Well our motto is the opposite relative to digital: “Just because you build it does NOT mean they will come.”  Expand your brand reach through digital media.  Consider paid search, display ads and social media ads to name a few.

How would you rate your company on each of the four components in the digital ecosystem?  And your brand relative to your competition?

Author: Kelly Burnette  – Principal/ Co-founder (More about Kelly HERE)