Intentional Social Strategy Part 2

In the first part of three-part blog, we broke down how some of the biggest social media sites on the internet offer almost limitless opportunities to grow revenue and brand awareness if an intentional social strategy is conceived and executed. In this part, we look at how photo and video sites such as Flickr, Instagram and YouTube can also be a significant driver of traffic for any brand that engages them correctly.

Trust us, Flickr is more than just a place to dump photos from your Hawaiian vacation. It’s also a free photo-hosting service that will allow brands to share a constantly rotating stream of pics that can be anything from the premiere shots of a new product to pictures of an event to just a fun way to profile the interesting people who walk into your store.

But how does this drive traffic to a brand’s site? Well, there are countless blogs, media sites and social media folks who scour Flickr looking for great shots to pass along to their readers, networks, circles, etc., and will link back to the source material. That, of course, means creativity is key to seeing the greatest benefit possible from this service. Avoid out-of-focus pictures, ditch the poorly lit subjects, and never be afraid to ask for help.

Any conversation that involves Flickr nowadays also must include Instagram, the social network for photo sharing that’s been popularized thanks to its use on iPhones. (And we’re not kidding about popularized, they have 4 million users!) In addition to offering users a variety of filters that can turn almost any pic into a high-quality shot, they can also follow other accounts and comment on the photos they love or hate.

Well-known brands such as Burberry and Starbucks have seen great success in attracting followers (see 10 brands who have embraced Instagram,, but the community is still very much in its infant stages and opportunities are ripe to drive traffic to any of your desired outlets through the use of imagery.

Video can be a tricky seductress. It is the most successful way to have a brand or a campaign go viral, and incorporating a few videos on a brand’s site can increase its traffic significantly. Be warned, however, video can also become an albatross due to the time, money and effort that can go into creating one.

After that video is made, the first place to post it should be YouTube, one of the most popular sites on the internet. Brands are able to drive a significant amount of traffic and awareness through the strategic use of tags, as well as offering another cross-platform tool to post this content on any desired site. Another tip: Keep your videos around 2 minutes! Viewers will rarely sit through any that are longer and certainly won’t share them with their networks if they clock in at 10 minutes.

Part 3: LinkedIn and WordPress

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