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Social Outbound Engagement and the Beauty Industry

By: Nate Myers and Ron Robinson
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

page 7 of 11

Now that you know how your brand is represented, it is important to understand who else is influential in online social media for your product categories but is not referencing your brand. How is each of your competitors being referenced today in social media? By whom? How about complementary products or general beauty issues that your products and services address?

A comprehensive examination of the relevant social universe will enable you to understand what your potential online social reach could be, relative to what it is today.

An effective social marketing program should both increase the number of people discussing and engaged with your brand, as well as increase the overall positive references to your brand in social media. By realizing both of those objectives, the ultimate goal of marketing can be achieved: tracking and producing incremental revenue with demonstrated high return on investment.


In an ideal world, a brand would address every relevant customer and commenter in all social media channels. However, this is not possible given the limited bandwidth. It is critical in social marketing, as in all marketing, to prioritize based on what will deliver the best results for a given amount of resources. Who reaches the most influential people? Who inspires conversation and engagement? Just as not all customers are as profitable as others, not all social media channels are as influential as others. So, how can you gain an audience with the most influential and insightful consumers? Who will enable you to create the greatest impact through a comprehensive social marketing program?


Some brands still treat their initial forays into social marketing with the same approach as classic marketing channels: The brand talks, the customer listens. Social marketing enables a true dialogue between current consumers, prospective consumers and brands in a way not possible before.