Best Practices In Social Word-Of-Mouth

 This is a guest post by Maria Elena DuronMaria Elena Duron is CEO (chief engagement officer) of – a word of mouth marketing firm. She helps create conversation, connection, credibility, community and commerce around your brand. Maria Duron is co-founder  and moderator of #brandchat – a weekly Twitter chat focused on every aspect of branding that is recognized by Mashable as one the 15 Essential Twitter Chats for Social Media Marketers. If you’d like to guest post on this blog, check out the guidelines here.

Social networking has become one of the best ways of developing word of mouth marketing. Social networking sites have made sharing your brand’s material and developing a powerful online presence easy and quick. However, that doesn’t mean that you can just jump on any social network and expect positive results. It takes the right strategy to generate contents that the audience will not only want to interact with but share with their own networks, as well.

Shareable Contents: What Are They?

The first and foremost thing to remember is that your brand must contribute to the community. Social networks are all about sharing and networking, which means that you have to be able to bring some quality content to the table and present yourself as an expert.

But in order to extend your brand’s reach, you’ll need to create shareable content. What is it that makes your brand unique? What message are you trying to deliver? Now think about how those can be related to topics that the audience is going to be interested in. Hot trends are always the buzz, which means that you need to target these topics and consistently keep your content fresh.

While content itself needs to be regularly refreshed, there is also the need to utilize different media tools, such as video, pictures, infographics, and apps to express your message in different ways. For the most part, visuals are ideal for sharing, especially pictures – videos are a close second. Visuals posted to newsfeeds tend to get the most clicks (be sure that you explain the link on networks like Twitter).

Then there’s the importance of remaining active on your social sites. This means that you should choose your social sites accordingly and avoid creating an account and then neglecting it for long periods of time. At the same time, being active on your site does not necessarily mean that you’re being productive. It all comes down to the content and what you do with that content.

Activity isn’t just about being present; you must also be approachable if you want your content to be shared. The best place to start is to start conversations with your material. Ask questions of your audience or see what they think about a subject. Basically, the use of a call to action is going to be your gateway to shareable material. The more they interact with you, the more visual you become to their networks (such as Facebook and Twitter).

Starting conversation is only the beginning. Mediating conversations and keeping them going should also be taken into consideration. Be sure that you address questions the audience has and be interactive with them. Pay attention to your posts and never abandon them.

While social networks aren’t the only online marketing tools, they remain to be one of the most effective when it comes to sharing your content with a large audience. Depending on the quality of your content and your ability to mediate the conversations that take place, it is possible to optimize your social strategy so that your networks will be eager to share your brand with others.