Social media is not rocket science.
We have been engaging with other people, one on one as well as in bigger groups, since the dawn of time.
In the same way that you wouldn’t walk away in the middle of a conversation with people, you cannot start on social media and walk away as soon as it does not work out.
Too often, companies go onto social media because it is sexy, cool, somebody told them to, or because their competitors are there. Without realizing though what is actually involved in having an online conversation that everybody can partake in. And as quick and easy as it was to set up their Twitter handle, register their Facebook Page or create a LinkedIn Company Profile, they opt to leave it and never look back.
For all of you that are currently not on social media, are rethinking the social media strategy for the company, or are considering going onto social media, here’s a quick list of considerations (in no particular order) to think about before taking the plunge.
- Your target audience is online and you know which platforms they prefer to hang out on.
- Your audience wants to hear from you and engage with you
- You’ve got unique, interesting and engaging content to share.
- You’ve got the resources in place that can manage your social media presence 24/7. (be careful of creating one man dependencies)
- You’ve got the money to advertise your platforms, change creative and purchase images.
- You’ve got the buy in from the rest of the company.
- You’ve got the resources to assist with urgent queries and issues after hours.
- The content that is posted on social media will be available in some form on the website as well.
- You’ve got PPC and SEO in place to support your social media content.
- You’ve got the tools in place to measure every engagement.
- You’ve got the systems in place to support your social media presence (Social CRM, lead forms, etc).
- You are aware of issues that might come up and you have a crisis management in place for these.
- You can measure how much of your current content is being shared from your website at the moment.
- You know who your target audiences are.
- You’ve got a social media policy in place for your staff.
- You are aware of the profiles that have already been registered in the past and you have taken the necessary measurements to deal with these.
- You’ve got a clear strategy with specific goals and objectives that you can measure. (customer service, lead generation, CSI initiatives, sponsorships, brand awareness)
- There is social media training available for people within the company that are interested in getting involved.
- You’ve got a comms plan in place to tell your internal and external audiences about your social media channels.
- You are able to tell people about your social media platforms on other channels, both digital and ATL.
- You have read through the social media guidelines for the various platforms to understand what you are and aren’t allowed to do.
- You have checked what you are and aren’t legally allowed to do in your industry.
Don’t be fooled. As much as we all think that what we share online is the be all and end all and everybody will want to hear about it, this is often not the case. (Unless you are a celebrity and then it doesn’t matter what you say online)
Remember as well that most people listen and read more than they comment. Percentage wise it’s about 80:20. So don’t expect all 1000 followers to retweet everything you say, or comment on your post.
One last thought: Don’t try and be everywhere. Choose the platforms that make the most sense to your customers.
Need help? Or more information? Send me an email on firstname.lastname@example.org!