Extending Your Reach and Effectiveness with Social Media


Social media has become an unavoidable and hugely important part of people’s everyday lives, with sites such as Facebook, Twitter, Pinterest and Instagram becoming woven into the very fabric of society.

Before we get into the nitty gritty of social optimization, we thought it might be good to put the size of this opportunity into context:

  • Facebook has nearly 1 billion users (200 million of which are exclusively mobile).*
  • In the United States, more people watch YouTube than traditional TV on a regular basis.*
  • More than 16 billion photos have been uploaded on Instagram. ^
  • More than 69% of Pinterest users are female. ^

These are some impressive numbers, but how can social media help publishers generate new revenue streams while bringing new users on board? We’ve put together the following tips and tricks to help you get started.

Since our domain validation change last February, we have seen many publishers openly embrace social media integration and we’ve seen some great results. By observing publisher successes, here are our top tips for ways you can improve your social presence:

Don’t sell to your fans/followers: While this may seem like strange advice, one of the main concerns for publishers dipping their toes into the social ocean is that traditionally their social pages have not been used to sell products. You don’t want to upset your audience by throwing multiple deals at them.

That said, the key to jumpstarting your social presence is to show relevant or unusual content that will engage your fans/followers and get them sharing and talking. Running a page dedicated to guitars? Use eBay to show something unique like this Rare 1920 Pre-War Martin Acoustic Guitar. With a Buy It Now price tag of a staggering $38,999, it may be unlikely that you’d get the sale, but it will get people talking, sharing and clicking through to eBay, and coming back to you for more unique content.

Make those images work: Pinterest is one of the highest climbing stars in the social media world, with 25 percent of Fortune Global 100 companies having Pinterest accounts. Use Pinterest to engage users with compelling images that link through to eBay. If you choose wisely, your followers will do your job of sharing it to the rest of their network and the online community.

You can find everything on eBay: Niche verticals and products work really well in social media. By setting up pages that make the most of some of the less mainstream verticals on eBay, you can build a solid and loyal following of users who will comment, share and actively discuss your content.

Campaigns, Campaigns, Campaigns: It is vitally important that you create a new campaign for each social presence on which you include eBay. With the new pricing, this is especially important as it will help you analyze your activity in the Transaction Download report, so you can discover which posts perform the best, how many new users they bring in, and more.

Getting into social promotions can be a fine balancing act of generating revenue and keeping followers happy. Hopefully with these top line tips, you can start to add to and formulate your own plan of action.

* http://socialmediatoday.com/docmarkting/1818611/five-surprising-social-media-statistics-2013

^ http://www.jeffbullas.com/2013/10/25/46-amazing-social-media-facts-in-2013/