I just read a Vocus whitepaper entitled, “The Do’s and Don’ts of Creating an Effective Social Media Strategy”. Since I’m in full support of the tips offered in the whitepaper, I’ll reiterate a few of the main points of the paper here and add in a few of my own thoughts:
1. Take Time to Listen. It’s unwise to jump in without understanding the conversations that are already taking place about your industry, company and competitors. Determine what you will add to the conversation, not what you will regurgitate.
2. Identify Spokespeople. Social media, like traditional communications strategies, requires knowledgeable spokespeople who can speak to various aspects of an organization and its products/services. Every organization should have a social media policy in place prior to launching a social media campaign that outlines the organization’s expectations of its employees’ social networking use and offer employees guidance on where to defer questions regarding social media. This is similar to how a communications department would implement policies regarding media inquiries and interviews.
3. Communicate the Strategy. Once you’ve identified spokespeople and implemented a policy, communicate the strategy to the entire organization. Let people know what’s going on; the more informed people are and the more opportunities they have to share ideas with spokespeople, the more the social network sites will reflect the true personality of an organization.
4. Set Priorities and Goals. As with any marketing initiative, priorities and goals must be set. Don’t confuse quantity with quality, particularly when it comes to the number of followers/fans and the number of posts/tweets. Just as public relations efforts are targeted, have a strategy behind social networking to reach your target audience and achieve your desired goals.
5. Provide Consistent, Valuable Content. Don’t simply self-promote. Instead, share knowledge, ideas, insights, tips and industry news. This not only positions you/your organization as a thought-leader, but it also engages people and makes them want to hear more. Then, when the time is appropriate to promote a product/service announcement, you’ll have a captive audience of followers/fans who are willing to listen and even become your brand evangelists.
6. Be Prepared for Success. The power of social networks in spreading your message is unlimited. Make sure you can handle the influx of Website traffic, sales calls and new business inquiries. On the flip side, also know that social networking takes time. Be prepared for a long-term commitment to garner this level of success. It doesn’t happen overnight. Much like in-person networking, trust must be established through social networking before you can expect prospects to buy. As the Vocus whitepaper says, “Don’t be a Twitter Quitter” – love that!
7. Measure Results. Evaluate Website traffic and the increase in sales over time. Monitor what postings/information generates the most traffic and interest. Know what motivates people to talk positively about your brand. Also know what doesn’t spark such positive conversation so you can avoid going there.
8. Monitor. Avoid an #amazonfail situation by constantly monitor public perception to your brand on the social networks. Respond immediately to criticism and find solutions. People will talk about your brand whether you’re on these social networks or not, so you better be monitoring it and responding as needed.
As with all marketing efforts, don’t go into the practice of social networking for business blindly. Do get involved now so you don’t get left behind.
