|This is a version of an article by Chris Prentice (follow FINS on Facebook and RSS)|
To get more followers on Twitter and Facebook and boost brand loyalty, CNET hired Nathan Bransford last November as its social media manager. Since then, Bransford has more than quadrupled CNET’s Twitterfollowing to 105,000 and bumped its Facebook page “likes” to 428,000 from 69,000.
And he didn’t spend a lot on those gains. There were no big ad campaigns or marketing spending, Bransford said Tuesday during ClickZ’s Connected Marketing Week conference in San Francisco.
The trick was simple: post quality content that Facebook users “like” and Twitter followers will retweet. Marketers should monitor what‘s working, what’s not working and what competitors are doing. Bransford cautioned against going overboard: He said he posts only four to six times a day on Facebook.
Timing is also important. Social media marketing isn’t a 9-to-5 job, said Jason Mitchell, co-owner of marketing firm Movement Strategy. “People are on Facebook at all different times,” Mitchell told FINS. “If you’re only posting during the day, you won’t be able to connect with a large subset of people.” Mitchell’s Boulder, Colo.-based company employs about 15 people and does Facebook marketing for the Knicks, Adidas and Whole Foods.