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.
Don't miss out on the latest trends in social media marketing. Sign up for ClickZ's new social media marketing newsletter.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.