As social media continues to grow as the next new and exciting way to market your products and services online, a lot of companies are jumping on the band wagon to create Facebook pages and Twitter profiles. And SEO service providers are adding social media to their online marketing mix. We’ve even seen new companies emerge that focus solely on social media alone!
But before you create a fancy MySpace page or start Tweeting your fingers off, you should know some simple truths about social networking. We’re going to be brutally honest here. Not every social media site is a good fit for every company. Yes, it’s true that social networking can be a great tool for online word of mouth marketing, but only if you do it right.
If a company comes to you and pitches a detailed social media program to you before they even have a chance to sit down and discuss your business and your site goals, you should think twice.
A social media program that returns results should include the following:
1) A discovery phase to determine where your market “lives” online. Are they heavy Tweeters? Do many of them have a Facebook page? Are there a lot of blogs about your industry, products, services, etc.? Someone who understands social media will know how to find your market and what they’re saying about you or your industry.
2) A set of goals. Now that you’ve found where your market is and what they’re saying about you, your products, your services, or your industry in general, it’s time to set some goals. Do you need to improve your reputation? Increase visits to your site? Increase sales and leads? Define your goals… don’t just set out on a blind journey through the never-ending walls of Facebook.
3) A customized strategy. Every site is different. Every market is different. And every social networking strategy should be custom tailored to help you meet your goals. What works for one site might not work for another. If you find that there is a lot of negative content about your brand, then you need to focus on where those comments are being made and how to turn it into a positive resolution for all. Beware of the knee-jerk “everyone needs a Twitter account with as many followers as possible” solution. This doesn’t work for everyone. Heck, Twitter isn’t even for everyone.
4) A plan. Who is going to manage your accounts? How often are they going to post content? If you just setup an account and no one has a plan of attack, then you’ll soon feel lonely out there with no fans or followers or friends. Work this into your every day schedule, and be efficient about it. A good social media consultant should be able to help you with tips and tools so you don’t have to break the bank to hire a new person just to send out Tweets all day.
5) Engagement. A solid plan will include a strategy for creating engaging content too. Involve your audience. Join a conversation. Seriously… no one cares what you had for breakfast. Be interesting or be invisible.
6) Measurement. If you set goals, then you have something to measure. If you’re not measuring it, then you might as well put on a blindfold and go wander into traffic. You’ll probably get the same effect. Figure out what works, what produces the best ROI, tweak your strategy… wash… rinse… repeat.
If your social media consultant doesn’t offer these crucial elements in their social media program, then think twice. You may be setting yourself up for a lot of work with little return. This might be why many people have the hesitation to engage in social networking because they think they can’t monetize it, or there’s not enough return on the investment.
If you’re ready to jump in, give us a call. We can help customize a social media program that works for you. We already have proven results, and have been offering a social media program to our clients for some time.
Just one more reality check before we leave you to ponder your next big marketing decision: social networking takes a consistent commitment, so you should be prepared to embark on this journey with a clear vision of what to expect. But, it pays off. And if you don’t do it, your competition will, so what are you waiting for?