利用社交媒体营销的十大“金科玉律”

The 10 Unbreakable Laws of Social Media Marketing

利用社交媒体营销的十大“金科玉律”

Susan Gunelius, Entrepreneur | Feb. 26, 2011, 8:40 AM

苏珊·古德里斯（Susan Gunelius），《企业家》，2011年2月26日  上午8:40

Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.

利用内容营销和社交媒体的威力有助于快速提升你的受众和客户的数量。但对于菜鸟而言，还是有难度的。

It\'s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and -- perhaps most importantly -- your bottom line.

对新手而言，了解社交媒体营销的基础知识很重要。从质量最大化到增加你的网络链接点，遵循以下十条法则可以帮助你建立起一个根基，服务于客户、品牌，——可能最重要的是——，你希望要达成的目标。

The 10 Unbreakable Laws of Social Media Marketing

利用社交媒体营销的十大“金科玉律”

1. The Law of Listening

1、倾听

Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

成功的社交媒体和内容营销需要更多的倾听而不是发言。看看你的目标客户在网上都谈论些什么，加入他们的讨论以了解他们的喜好，只有这样，你才能创造出对他们的生活而言有价值的内容和令人耳目一新的对话。

2. The Law of Focus

2、专注

It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

宁做专业化，不当万金油。一个专注于某一领域的社交媒体和内容营销，其战略是意图建立一个强大的品牌，较之于那些战略构思广泛，什么事都想做的成功概率更高。

3. The Law of Quality

3、品质

Quality trumps quantity. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

品质胜于数量。拥有1千名网上的粉丝，他们阅读你的内容，并与他人交谈和分享，要好于1万名只是当初在你这儿“踩过”一下就消失了的。

4. The Law of Patience

4、耐心

Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.

社交媒体和内容营销的成功不会在一夜之间发生。

5. The Law of Compounding

5、复合

If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.

如果你能发布一些很棒的内容，并致力于经营起来一支高质量的粉丝团队，那么，你的粉丝们会将这些内容与自己的粉丝们在Twitter, Facebook, LinkedIn以及自己的博客或其它一些媒介上来分享。

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.

这种对你网上内容的分享和讨论会增加一些新的链接点，某些搜索引擎，如google，通过关键词的搜索会易于找到它们。新的链接点会生成数百条甚至数千条潜在的途径，使别人在网上找到你。

6. The Law of Influence

6、影响

Spend time finding the online influencers in your market who have quality audiences and are likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.

花点时间去寻找在你的市场上极具网络影响力者，这些人都有一群高质量的听众，他们可能会对你的产品、服务和行业感兴趣。关注这些人，建立同这些人的联系。

If you get on their radar as an authoritative, interesting source of useful information, they might share your content with their own followers, which could put you and your business in front of a huge new audience

如果你把他们的站点作为获取有用信息的权威、有趣的来源，他们有可能会将你的内容与其粉丝们分享，这样可以使你和你的事业获得一大批新听众。

7. The Law of Value

7、价值

If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.

如果你将全部的时间花费在社交网络上只是想销售你的产品和服务，人们会不再接受。你必须在交谈中添加有价值的东西。少关注交谈，而更多创造一些令人赞叹的内容，发展同网络有影响力的人之间的关系，那些人会在一定时候口口相传，成为你事业的强大催化剂。

8. The Law of Acknowledgment

8、关注

You wouldn’t ignore someone who reaches out to you in person so don’t ignore them online. Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.

当有人亲自同你接触时，你不能视而不见，网上也是如此。建立关系是成功的社交媒体营销的最重要的部分之一，因此，要加关注每一个关注你的人。

9. The Law of Accessibility

9、畅通

Don’t publish your content and then disappear. Be available to your audience. That means you need to consistently publish content and participate in conversations. Followers online can be fickle and they won’t hesitate to replace you if you disappear for weeks or months.

不要发布完内容后就踪影全无。和你的听众之间保持畅通。这意味着你需要持续地发布内容、参加交谈。网上的粉丝们可是多变的，如果你消失了数周或数月，他们会毫不犹豫地换掉你。

10. The Law of Reciprocity

10、互惠

You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend on social media should be focused on sharing and talking about content published by others.

你不能指望别人总是单方面地谈论和分享你的内容，而你从不对别人这样做。因此，你应该在社交媒体上拿出一部分时间专门分享和谈论别人发布的内容。