Remember social media networking takes time, the more involved in it you and your organisation become, the more time it will take. The more successful you become within the social media world, the more interactivity you encourage, the more successful you will become but it will take still more time. So, the key success factors for any strategy come into play with social media – know what you want, have a clear end goal and then find myriad ways to achieve it.
Begin with the End in Mind
Strategy isn’t the end goal – It’s the path you take to get to that end goal. So, first you need to think about setting some goals for your Social Media work. What do you want to achieve (end goal) by getting involved in social media. Remember, social media is highly measurable, but also include softer goals such as building a strong community, loyalty, trust and interactivity around your brand. Don’t measure your Social Media strategy solely in terms of percentages or ROI.So, let’s look at some basic goals you can achieve through Social Media:
• Increase customer base
• Generate leads
• Drive sales
• Build awareness
• Make money from your content
• Establish thought leadership
• Educate customers
• Reach new channels of customers
• Improve internal communication
Questions Before the Strategy
Before you go too far down any one path, you need to ask some basic questions:
• Are your key customer groups or influencer groups likely to be online?
• How are you going to add value through their online contact with you?
• How do you plan to engage them online through your new social media platform? Interactivity is key to repeat visits but it’s not all about selling.
• How well suited is your brand to the Social Media environment?
• Which Social Media platforms are you planning to include in your strategy? LinkedIn, Facebook, Blogging, Podcasting, Twitter etc
• What measures will you use to determine the success or failure of your strategy?
• How long are you going run with this new strategy before you call it a success or failure?
• Who has overall responsibility for each area? It’s critical that each message you send out to the market is aligned with your brand story and that you react to any feedback/comments/queries quickly.
• How will you incorporate this into people’s daily jobs getting them actively enthused?
• Are you ready to handle negativity? Platforms like blogs, podcasts and videos allow for external comments, not all of which will be good, and some company cultures aren’t ready to engage with those opinions.
Even looking at those few questions will tell you a lot about your business and whether or not Social Media is actually a good fit for you and your internal capabilities at this stage.
Where are you going? How are you going to get there? How do you know you’ve arrived? Simple?If you’re going to put a social media strategy into place, you need to know where you’re going (end goal), align and develop the paths you’re going to take (which platforms, who’s responsible, how to engage), measure the journey (what factors signify success or failure) and funnel all this back into the original strategy as you proceed, to make it more robust, better targeted and more effective as you move forward.
First Step to Social Media Success
Listen…!Seriously, before you start developing a Social Media strategy for your organisation – Listen…Listen to what’s going on in your market – who’s playing in Social Media?What are they saying? What platforms are they using? How are they bringing value to their communities? How are their brands represented and their stories told? What are they doing and how can you do it better?Also, have a listen to what the market is saying about you – even before you begin to court feedback through actively engaging in Social Media the market may be talking about you – you need to know what people are saying.
Have a look a couple of basic listening tools:
Google Reader and Google Alerts – set these up on your iGoogle home page so you can instantly see when someone mentions you. Don’t just set your alerts for your company name; use your own name, names of people on your team, directors, influencers, clients etc. Set up alerts for business areas where you are the leader, events that you run – anything that will relate to your organisation and will give you feedback on market reactions.
Technorati – Go to www.Technorati.com, search for your company (again using product, brand, personal names) in the search bar, and see what people are saying about you. Note the little orange RSS subscription button in the upper right. Copy that link location (Right click the link and say “Copy Link” or however your browser words that). Now, put that into Google Reader as one of your listening searches. Repeat this for your competitor’s name, brand, individuals, and some industry terms (make them succinct).
Google Blogsearch – Go to Google Blogsearch and do the same thing. Sure there will be some overlap, but it’s important to capture both. The subscription to searches link is on the left hand side about 1/3 down the page.
Try Summize – if you’re thinking about using social networks and social media, it’s likely that some of your customers are using Twitter. If so, go to Summize and put in your search terms there, too. Input as many searches as you need, copying the RSS feeds and putting them into Google Reader as above. Build a strong catalog of searches initially, you can prune the bad or ineffective ones after you have tried it for a while.
About You!What do you think? What else should we work into this “Starting a Social Media Strategy” piece to make it more useful to your needs?