social marketing: the be all, end all?
• Start with overall business goals – know what you are trying to accomplish and set measurable milestones.
• Who is your “ideal” customer? Know who they are, what they like, where they live, where they work and play, what interests them, etc.
• Choose social marketing platforms based on the above ideal customer.
• Know who your “other customers” might be – the press and financial analysts can be valuable fans to have.
• Choose additional social marketing platforms based on your “other customers”.
• Assign experienced, dedicated resources to each social media effort. Be sure to include everyone in the company, in terms of communicating what the overall goals are for your social marketing initiatives, but make sure some of the best and the brightest, are in charge of your company’s online brand. These stars are responsible for knowing everything there is to know about your company and its offering, as well as about your “ideal” customer. They must also be well
versed on the chosen platform(s), and how best to participate, and for monitoring success, and failure, of all activity in which your company engages. They must “own” the efforts to which they are assigned, be held accountable for failure, and be rewarded for success.
• Establish “rules” around how you’ll participate on each platform you choose to use – professionalism and appropriateness are minimum requirements.
• Establish a schedule for participation, and manage your audience’s expectations accordingly – blasting your audience with hourly Tweets, after promising to contact them only weekly when they signed up, will not endear your audience to you.
• Focus on your audience, not on you! When creating content of any type, be it a blog post, a Tweet or a special sale, take a moment to evaluate what you are communicating – is it about what you want to say, or what your reader wants to hear? Are you being helpful, providing value, creating an opportunity for further communication?
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