What marketers can learn from The Columbus Dispatch's social faux pas when it yanked the "Golden Voice's" video from YouTube.
With today's online marketing environment, it's more important than ever to ensure that your content can be integrated across many channels, not just on your own website. I was reminded last week about how content publishers such as newspapers and TV stations don't implement integration very well. They also tend to view social media sites and platforms as their enemy rather than partners that can help them achieve their goals.
The Golden Voice story about Ted Williams that went viral last week was a perfect demonstration of this. By the end of last week, The Columbus Dispatch had enforced its copyright and forced YouTube to take down a viral video that had over 12 million views. Had The Columbus Dispatch integrated its content and planned ahead, it would have taken another approach. I wrote an in-depth piece evaluating how The Dispatch missed a golden opportunity that explains what happened, but I wanted to relate some tips to readers here to help you avoid that trap.
Companies and content publishers can learn from these mistakes just by implementing these five tips into their strategies:
Integration across multiple platforms whether its social media, SEO, e-mail, or offline is just as important as creating the content for a particular marketing medium.
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Liana "Li" Evans is the author of the award winning social media marketing book, "Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media" and she is the president and CEO of Da Li Social, as well as an adjunct professor for Rutgers University's Mini MBA Program. Liana has also been featured in the books "Online Marketing Heroes" and "Video Marketing An Hour a Day." As an established online marketing industry veteran with over 15 years of experience she's focused her unique skillset to specialize in integrated marketing and how companies can successfully strategize integrating all online marketing channels as well as offline traditional media. Her deep technical combined with a public relations background enables her to partner with clients for establishing successful online marketing campaigns that combine cross-channel tactics cohesively.
Li was the search engine optimization (SEO) and social media marketing architect for such companies as QVC and Comcast (Fancast) and has consulted with several other different sized companies such as AOL MovieFone. Her wealth of knowledge in dealing with large e-commerce and content sites allows her a wider perspective into what it takes to launch successful marketing campaigns in the online space.
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