There’s no single formula for a successful social media strategy or seasonal social networking campaign – but if you’re producing content regularly, or lots of it over a defined period of time, then you have a great advantage in the social networking space.

Having recently attended a “Tweetup” organised by Adelaide Social Networking group SOCADL we were high on enthusiasm for all things social networking. It was really positive to hear so many people pushing the envelope in their pursuit to capture this space, but it’s worth taking a moment to consider, “how much is enough?”

Some things to consider when choosing which social networking channels to target

• Who is our audience?
  If you are manufacturing pipe bends for agricultural irrigation systems it might be that a social networking presence holds little value for your company. Whatever you’re selling it’s of primary importance to consider who you are selling to and how to reach them. Facebook is the obvious choice, but Twitter is rapidly becoming more accepted by normal every day types (not just the early adopters).

  Lance Armstrong’s recent Twitter ride is a fantastic example of using social networking to capture a large and local audience.

• How much time to do we have to invest?
  Let’s face it, it may well have been a hard slog to convince the decision makers in your organisation to do any social networking at all, so you might have to cut back on those dreams of tweeting, facebooking, foursquaring etc. In this case pick the medium you think will give you the best bang for buck in reaching your audience.

• Will we stay interested?
  If there isn’t a sustained commitment to post and respond on your chosen social networking chanels, then it’s worth thinkings about not doing anything at all.

Some Adelaide Locals Doing It Well

A perfect example of a local, regular content producer/receiver is The Governor Hindmarsh Hotel (The Gov), by its very nature content is refreshed almost daily. What The Gov guys do very well, is re-purpose that content across their digital channels…check out The Govs Facebook profile currently befriending 2000+ loyal followers, many of which  interact regularly.

Another example of a highly effective social networker is WOMADelaide festival (the good folks at Arts Projects Australia). Not only do they utilise their rich media content strategically through Facebook, MySpace and Twitter, they also cross pollinate their digital channels with e-newsletters and PR activity in the leadup to their annual festival. On closer glance, their social networks are a flurry of chatter, url forwarding and sharing throughout the year in between festivals.

In two months the festival has befriended over 3000 followers on their  WOMADelaide Facebook profile.

Farmers Union iced coffee also seems to be doing the rounds on Twitter at the moment under the #fuic (probably some bad puns there) hashtag and enjoying some success with 15 or so people a day mentioning it. Personally I find it a little odd that so many people deem it necessary to discuss a milky coffee in a carton, but it never really was my thing.

If you know of any other local brands touting themselves well in the social media world of Adelaide or SA, drop us a line or comment.
Drop in and have a chat to LightBulb Digital for advice on how to appropriately market your business using social networking.