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Tips On Promoting White Papers Through Social Media
By Joe Purcell
Expert Author
Article Date: 2011-07-14
The Eccolo Media 2009 B2B Technology Collateral Survey Report discovered "89 percent of respondents passing them along to others." As they state, collateral is viral. Of the five collateral types listed, white papers, case studies/success stories, podcasts, video, brochures/data sheets, white papers were the most frequently shared. Social media is the most concentrated form of sharing information. Let's look at some tips for sharing white papers through social media.
1. Sneak Preview
Before actually releasing a white paper, send out snippets of information about it across social media platforms. Perhaps even create a Facebook Page designated just for the white paper, or maybe create an event for the release of it. These teasers will spark interest and rally hype about your next promotion.
2. Use Your Website
Post the white paper somewhere on your website and link to it in social media posts. Using web analytics you can see where traffic to the white paper is coming from and can then make more informed decisions about where your audience is and which areas need to be targeted more intentionally.
3. Create and Engage Dialog
Social media naturally develops dialogue. Be sure to respond; when people see involvement on such a personal level coming from corporate employees it tells them this company cares more than just the bottom line, but that they care about their product or service and believe it can positively impact people. Perhaps even create a blog, allow people to comment, and bring in outside bloggers to create a community around your product or service promoted by the white paper.
4. Social Media Ads
Purchasing ad space in Facebook to promote your Facebook page and other social media spots is highly effective. The reason is quite simple: it snowballs. For example, someone clicks on a Facebook advertisement and they go to your Facebook page, which is seamless because they are already at Facebook, then they click the like button and it shows on their Facebook page. Their friends see that and are interested, and the process repeats itself.
5. Go Crazy
Sign your company up for every social media corner of the web: LinkedIn, Facebook, Twitter, Ning, Google Maps, G+, etc. Be sure to keep them updated as frequently as possible, perhaps use a divide and conquer approach by assigning each social site to a person, or even multiple people.
Social media networks are free advertising. If what you are promoting is good and people like it, they will share that in their own network almost 90% of the time. Be sure to take advantage of this great opportunity with your next white paper.
About the Author:
Joe Purcell is a technology virtuoso, cyberspace frontiersman, and connoisseur of Linux, Mac, and Windows alike.
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