Online branding campaigns are rapidly replacing more traditional forms of marketing and are becoming more and more sophisticated in their execution. 
In essence, a shift has taken place in corporate marketing strategy; one that is both exciting and daunting at the same time.  To fully maximize the potential on offer through these media streams, it is important to lay down the fundamentals that will allow maximum exposure while reinforcing customer revenue streams.

The Influence of Online Search Results

When planning any form of online presence, it is vital to work within the limitations of the current universal search domains and to maximize the ways of expanding these dramatically through the integration of social media marketing.. 
In Google, for example, one domain will generate a maximum of two listings per search, but social media gives you a chance to compete for the remaining eight results: By generating a footprint on the social media circuit you will ensure that you brand is always in sight of the customer and vice versa.

Key Elements to Building a Strategy

To build a strong foundation for success in social media marketing, it is vital to first collect and compare data on your own online presence alongside that of your competitors.  Once you know where you are on the social media map, it will be possible to branch out to other new streams and to strengthen those already formed.
It is also a good idea to develop a negative reaction plan in advance: Prepare to address any negative ratings, reviews or comments to ultimately turn a negative into a positive.

Factors for Success

The key factors of a successful social media campaign have been found to be:

• Transparency
• Honesty
• Relevance
• Value
• Commitment

(Anvil Media 2009)

Transparency ensures full disclosure from your marketing team or partners. Most information can be quickly validated online, so dishonest messages can cause more harm than good to a business.

All communications should be relevant and of value to the reader.  With this important element in mind, resources and commitment over time are essential factors in the success of a social marketing strategy.