One of the things that has struck me as we have been handling more social media marketing campaigns for clients is that social media marketing is an ongoing process, it is not a one time event.

I blogged about this last year after interviewing Dan and Jennifer. The question and answer that prompted that blog post was:

Tell me about your most successful social media campaign?
Thankfully we’ve had many successful social media campaigns, so it’s hard to isolate just one. We believe very strongly in developing and fine tuning a REPEATABLE process, regardless of what you’re doing.

What we continue to see is that tying all your social media marketing into a single event, with a single date, is extremely difficult to do, and the odds of having a successful campaign are not high.

On the other hand, we see time and time again that a well thought out repeatable campaign will produce results (traffic, leads, conversions), that far surpasses our clients expectations.

The keyword there is repeatable and it is a recurring theme throughout the interviews  that I conducted last year. I remember asking Andy Hagan about what are some of the opportunities in social media that you see that marketers are not taking advantage of. His answer was Scale. One link bait success is a shot in the arm. One per week is a huge competitive advantage in organic search.

The bottom line is that your social media marketing campaign should not be a one-off event. Promote your site on a regular basis and you will see a steady increase in traffic, search engine referrals and links. Promote your site just once, and you will probably be disappointed with the results.

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