Some Do’s of Social Strategy
As companies begin to build online users they want to be everywhere with the largest number of fans and social media provides multiple channels for a company to do this. But, before engaging with your consumers it is important to understand where they live online, what interests them about your industry, product or life in general and continue to engage with them regularly. Below are some of the best practices I have found successful when building out a social strategy.
Integrate your social channels – if your audience lives there, it is great to be engaged with the consumer through Facebook, Twitter, YouTube and other social channels BUT they could be stronger if you shared content across each space and the home website. For example, by embedding the branded YouTube channel within your Facebook page and dotcom you are able to aggregate comments for a higher number of users and more consistent engagement with users. Also, you are able to cross promote each channel.
Consistently engage – After activating a Facebook page, blog or other social channel a brand must continue to share content and engage in conversations with the fans. If you lose momentum you will have to restart your efforts to engage the audience. By continually sharing and conversing with online users a brand can then build a lasting relationship; a relationship that will be stronger in the long run rather than one promotion to capture the audience for a moment.
Drive content to current fan base – Many companies want to build a new fan page with every promotion or product release. Facebook allows you to build a tab within the current Facebook page which allows the brand to engage the current audience rather than expect followers to move from one page to another or build a brand new fan base. The wall allows the promotion or product to have a life of its own through tab specific content and wall while aggregating on the main page to assist with consistent content and reach out to already establish audience.
Make conversation relative – Many brands converse with consumers in one of two ways. A. over-promoting product or B. chit chat which does not help build a strong presence within the space but rather a bunch of BS with brand mentions here and there. The goal when engaging with the consumer is to understand their interests related to the product and fill the gaps, what does the consumer want? By fulfilling the consumer’s pain points and needs the brand is creating a positive consumer reliability and brand/consumer relationship.
Measure, revise, repeat – after activating a social strategy be sure to measure, understand your strengths and revise your strategy to strengthen your efforts. Maybe add a conclusion section wrapping up key points.
In the end, I am encouraging companies to treat social like other advertising and marketing strategies. You must start by recognizing your objectives and then aligning them with the overall strategy. It does not happen overnight and will take continual effort.
