The 4 C’s of Social Media Marketing

social media marketing, social community

Social media marketing cannot exist without these 4 essential pieces:


63% of companies today outsource their content marketing. Interesting content is in the top 3 reasons people follow brands on social media (Inbound Writer).

The average cost to generate a lead through inbound marketing is about half the average for outbound marketing.

Content marketing is the most important trend of 2015. With the right content, you can engage with customers and show off your expertise. While social media is an essential part of content marketing, content is needed to drive social media. You can’t have one without the other. Content allows you to listen to your audience to understand what they want and/or need.

Keep your content and your social media presence up to date. If you don’t keep a consistent presence, you might as well not have a social media presence at all. You will also need a content plan. This plan will outline your goals, actions, types of content, and tone of your content.


Outbound marketing is usually a one-sided conversation. You send out your content through a commercial, newspaper ad or billboard and that’s that. Social media is a place for you to not only promote your content and products, but also for you to communicate with your customers on a day-to-day basis. Make sure this communication is more than one-sided. Even though you send out Tweets, post on Facebook and publish content on LinkedIn, you should also be responding to customers’ comments and questions.

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Conversations allow you to have a stronger relationship with your customers and potential leads. This article from Business 2 Community gives 10 great ways to continue a conversation with someone on social media.


A social community is your target audience as well as something you are a part of. Conversation and community go hand in hand. Since our conversation is now two-sided, our target audience has become a target community. Members who share a common interest interact with one another and share a foundation of trust.

Building an active social community will keep you connected and engaged with your fans. Social Media Examiner gives 4 tips on how to build a social community: find your advocates, host social conversations, give back to fans, and give fans a voice.


Make sure you are connecting with the right people. Not all social channels are the same. Which social media channel should you use? That’s the million-dollar question. Try to determine which social media channel will work best for your business and pick 1-3 channels that are MOST relevant to your business. Each channel has its purpose.

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Once you have social channels picked and you have created a social media strategy, you must create the message. This circles back to the content. Language and tone on each social channel varies. Keep the message similar while adjusting the language according to your audience on each social channel.

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The 4 C’s of social media are all 4 corners of the same puzzle. You can’t have social community without conversation, conversation without content, or distribute your content without a connection. Your social media strategy, just like a puzzle, will not be complete without the 4 C’s!

2 thoughts on “The 4 C’s of Social Media Marketing

  1. You hit the nail on the head with this post Emily! These really are the four key things when it comes to social media marketing.

    Great post! 🙂



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