While many people think that social media is a separate business function, this new form of marketing is just another marketing activity! And yes, marketing rules still do apply.
Before you delve into the world of social media marketing to build Facebook pages, tweet in Twitter and try to link I LinkedIn – ask yourself “why.”
Too many times business owners get caught up thinking they are behind in their marketing and that they need to be on social media. The business owner hastily makes a Facebook Page; but is at a loss for how to interact. Eventually the business owner abandons their Facebook page because “social media is not working for them.” The business owner failed to make a strategy for their new marketing endeavor.
Before dabbling in social media, develop a strategy:
1. Create goals for your social media.
What is it that you want your social media to achieve? Increase fans? Increase sales? These goals should be S-Specific; M-Measurable; A-Attainable; R-Realistic; and, T-Timely. Example: Increase Facebook fan base by 10% by the end of May by developing engaging content and interacting with fans.
2. Assign key personnel to monitor accounts
A social media management role is ideal for someone who is good at interacting with people and possesses superb customer service skills. Despite the stereotypes, this position should not be limited to young professionals in their early 20s.
3. Make a budget
While using social media can be free, it does demand significant time and resources for the ongoing maintenance. What is your organization willing to allot to this marketing component? Some organizations hire an individual full-time to manage their accounts, while others hire outside organizations to manage accounts (like me!).
I hope that these three tips help you define your social media strategy!