Not every segment lends itself equally well to using social media. The communication in each segment is different, as is the way in which the users in that segment communicate. For a website owner who focuses on legal services, it is less interesting to set up a fan page on Facebook than for example for a publisher who focuses on fashion.
On the other hand, advertisers struggle with how to best integrate social media singapore phone number list into their online marketing. Jeremiah Owyang summarizes this issue well in his report 'Report on the Career Path of the Social Strategist': "Many websites place a button on the site that says Follow us on Facebook or Follow us on Twitter . This does not correspond to the goal, as a lot of money has been invested to get visitors to the site who are then redirected to social media channels."
The power of publishers is that they do not have to keep visitors, but rather forward them to advertisers. In order to determine whether social media is a good addition, the affiliate must be aware of the purchasing process of visitors (target group). Does the visitor prefer to be forwarded from social media to the advertiser's website? Or does this actually cause a visitor to drop out sooner? Based on the user profile that a publisher has of a visitor, the publisher can best determine whether and which social media channels are used.
What should a publisher take into account?
Through social media, the website owner can enter into a dialogue with the end consumer in order to better map out the underlying interest and ultimately promote the best (most relevant) offer from the advertiser. It is essential not to push offers , but to provide added value. For example, visitors on Facebook share their experience and opinion about a certain new product from a certain advertiser .
A great danger lies in the speed of social media. When a certain advertiser is put in a negative light, the publisher must have sufficient resources to be able to react quickly. If this does not happen, a negative message can grow into a widely reported riot due to the viral effect. As an example, Nestlé's reaction to a Greenpeace campaign; the way Nestlé reacted to the action was not well received by its fans. An affiliate also has to deal with certain social media that block affiliate links. These affiliate links that the publisher places refer to the external sites of advertisers, which Hyves considers spam.
Of course, social media are not intended to spread commercial messages. Successful affiliate links should therefore:
Be in line with the positioning of both the advertiser and the publisher.
Be directly relevant to the content and environment of publication.
Do not contain content that could potentially create a conflict in the advertiser's industry.
Be of clear added value to visitors to contribute to the purchasing process.
The number of outgoing links can increase significantly through the use of social media. The number of outgoing links in combination with the use of relevant channels are 2 pillars that have a positive effect on the organic position in Google.
Conclusion
Social media can make a significant contribution for publishers to generate more turnover from affiliate marketing. However, only for publishers who apply this from an underlying strategy, for which sufficient resources have also been made available. The user profile of the affiliate's visitors determines whether social media is of added value. The choice of channel depends on the segment in which the website owner operates.
Where do you see opportunities for publishers to achieve 18% more sales for advertisers?