Most every business recognizes the need to have a presence on social media networking sites. The most popular sites among our clients are Facebook and Twitter. There is definitely more to it than posting random information, so we wanted to share a few basics for your social media plan.
1. Social media is not a strategy in and of itself. It is simply one element of your overall brand strategy. Having a conversation with your customers via Facebook and Twitter should fit into your marketing goals and complement your public relations policy. You should have metrics in place to measure its effectiveness just as you would with any marketing initiative.
2. Social media is not a popularity contest. Many companies assume that the brands with the most followers or fans wins, but that’s simply not the case. High follower counts should never be the number goal when approaching social media. It’s not quantity, it’s quality. The way you engage the followers you have – fostering brand loyalty and repeat business – is the end goal of any successful social media strategy.
3. Social media is not a loudspeaker. Social media is a conversation – a way to engage with customers and receive valuable feedback about your brand. If your Facebook and Twitter posts are just a series of coupon codes and product plugging, you’re making a big mistake – your followers will get bored and start to tune out what you’re saying. Beyond that, you’re missing the opportunity to talk to existing and potential customers and have a real conversation with them about your brand, your products or even what they want to see in the marketplace.
If you haven’t joined the social media conversation, take the time to really think about your strategy. Look at what your favorite brands are doing and figure out how you can do it better for your audience. Already part of the community? It’s never too late to re-evaluate what’s working and what isn’t and redirect your efforts. Most importantly, give your audience a reason to interact with you.
Coming up next – our tips to drive sales through social media.