Social media has never been so prevalent. Everywhere we turn, we see the constant reference to social media. So it's little surprise that an understanding to social media is a must for every type of organisation and the key element to success is content - targeted and constant.
It's all about your knowledge and experience in an industry and simply providing information. But social media is no different to traditional marketing and communications activities and getting back to basics will help ensure your organisation maximises its social media presence.
The following 5 tips will help you maximise your social media presence.
The old rules of marketing planning still apply about knowing who you want to communicate at the same time as giving you greater reach. Be sure to:
For example, in the B2B arena LinkedIn Groups is a great way of either forming a community around one of your audiences or understanding an audience which previously your organisation has had little experience with. Such knowledge can be used to develop your communications and target with greater sophistication.
Planning your content across a period of time can save a great deal of time and resource. Consider some of the following simple steps:
Use one or more of the freely available social media tools. There are many, many tools and applications that make using social media a great deal easier. Such tools help you to:
So social media is a great platform for measuring and monitoring but what exactly are you looking to measure and monitor?
Don't measure and monitor for the sake of it. Make it meaningful to your business or your campaign objective. For example, do you want to get a certain amount of followers on Twitter? If so, make it in for a particular audience instead of across the board.
Be sure to integrate social media with your other marketing & PR activity. Your social media presence is a bit like your own TV channel or billboard, but instant. It goes out to a mass audience straightaway and often on a personal 1-2-1 level. For those used to a B2B market this can, in some cases, be daunting and difficult to comprehend. Don't forget to:
One example is a printing company who was looking to build a positive profile with local companies. They handed over their Twitter account to a local a marketing company who have been regularly tweeting about the economic problems for struggling print companies. The most recent tweet being 'report reveals print as fourth hardest hit by insolvencies'. What a positive picture that paints of the company to prospective and established clients!?
Communications is about 2-way conversation. Social media is a great platform for your organisation to actively engage in 2-way communication with targeted audiences. Asda is doing precisely that with Mumsnet allowing the community to have a say over some of its products.
As an organisation you need to give some thought to the reaction, monitoring and control aspect of social media. It's not a case of you simply broadcasting communications with no come back. Instead it's like having your own TV channel where viewers are going to talk back and you and possibly the rest of the audience is going to hear what they say.
The old saying of Knowledge is Power is changing. Clients, prospects and stakeholders are looking to see your expertise. It's no longer enough to know you have the knowledge... The actual demonstration of your knowledge is power. And that's social media in a nutshell.