By MarLa Burgener
YNovation collaborator
“Brands are either networked, or invisible.” — Stefan Hull, PropellerNet
Social Media can no longer be overlooked by businesses when it comes to communicate about a product or a brand. Chances are your brand is already being talked about; hence it is about time to use these channels and manage them in an efficient manner. The question is: how can it be done effectively?
In this article, I will describe three elements which have to be analyzed in priority:
1. Objectives
2. Resources
3. Planning
Objectives
Social Media can no longer be overlooked by businesses when it comes to communicate about a product or a brand. Chances are your brand is already being talked about; hence it is about time to use these channels and manage them in an efficient manner. The question is: how can it be done effectively?
In this article, I will describe three elements which have to be analyzed in priority:
1. Objectives
2. Resources
3. Planning
Objectives
First and foremost, it is essential to set clear goals and realistic expectations. What is your company trying to achieve, increase sales, reach out to stakeholders or communicate a mission statement? Is the objective to create a buzz or to manage the brand’s reputation online?
As social media are becoming more complex, it is essential to answer these questions, and many more, to determine which channels to use in priority. A strategy shouldn’t be about creating a Facebook page, a blog or opening a Twitter account, it should be about managing customers expectations in the long run. Hence, a thorough audit is required.
Resources
Once the desired outcomes are clearly mapped -and before opening social network accounts recklessly- one has to look at human resources. Who will take ownership and what amount of time will be dedicated to listening, engaging and reacting to customer needs? Will the interaction be outsourced? Regardless, to be successful, a social media strategy needs organizational commitment.
Planning
Managing Web 2.0 tools is a task that requires planning. Accordingly, editorial guidelines and publication schedules have to be drafted. Can the product be explained in about 140 characters? Do the consumers need daily updates? Meticulous planning will allow for better measurements. As engaging in social media is better than standing still, ongoing monitoring is needed to evaluate and adjust the strategy.
As a conclusion
Social media is a cheap, quick and qualitative way of engaging with customers. For this reason, it shouldn’t be treated as a gimmick but rather as a powerful tool providing invaluable insights on a product and the way it is perceived by consumers.
Businesses need to engage in social media, however creating a buzz that won’t be managed in the long run can harm a brand. It is essential to understand the desired outcomes, to define the appropriate media and to give someone ownership. In addition, the communication needs to be properly laid out, mapped and evaluated. Remember that there is no such thing as a “Twitter Strategy”; Web 2.0 tools are integrated with one another to drive users and participate in a reciprocal relation with them.
As social media are becoming more complex, it is essential to answer these questions, and many more, to determine which channels to use in priority. A strategy shouldn’t be about creating a Facebook page, a blog or opening a Twitter account, it should be about managing customers expectations in the long run. Hence, a thorough audit is required.
Resources
Once the desired outcomes are clearly mapped -and before opening social network accounts recklessly- one has to look at human resources. Who will take ownership and what amount of time will be dedicated to listening, engaging and reacting to customer needs? Will the interaction be outsourced? Regardless, to be successful, a social media strategy needs organizational commitment.
Planning
Managing Web 2.0 tools is a task that requires planning. Accordingly, editorial guidelines and publication schedules have to be drafted. Can the product be explained in about 140 characters? Do the consumers need daily updates? Meticulous planning will allow for better measurements. As engaging in social media is better than standing still, ongoing monitoring is needed to evaluate and adjust the strategy.
As a conclusion
Social media is a cheap, quick and qualitative way of engaging with customers. For this reason, it shouldn’t be treated as a gimmick but rather as a powerful tool providing invaluable insights on a product and the way it is perceived by consumers.
Businesses need to engage in social media, however creating a buzz that won’t be managed in the long run can harm a brand. It is essential to understand the desired outcomes, to define the appropriate media and to give someone ownership. In addition, the communication needs to be properly laid out, mapped and evaluated. Remember that there is no such thing as a “Twitter Strategy”; Web 2.0 tools are integrated with one another to drive users and participate in a reciprocal relation with them.
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