Five things to consider when starting a social media programFive Things to Consider Before Starting a Social Media Program
We’re in week two of a ‘lists’ themed blog. Last week I introduced a ‘three things’ segment but after thinking about if have decided to expand it beyond three. It could be three. It could be five. Maybe one, who knows?
Speaking of lists, I was in Atlanta earlier in the week, meeting with Lindsay Rider on our consumer program. We hit up Two Urban Licks for dinner – check out their beer list! My top two beers – Yuengling and Fat Tire – were both on it. Now that’s a list!
Any way, today’s list is five things – as in five things you need to consider before starting a social media program. We put these together to help our clients (mostly B2B) navigate the beginning stages of social media. (And – surprise! - the first thing when putting together a social media program has nothing to do with social media!)
1.Know thyself. Understand your brand and what your true point of differentiation is. If this doesn’t exist then it’s true what they say ‘I don’t have anything to say!’
2.Plan accordingly. Social media success isn’t achieved on day one – it’s always in motion, always in flux. Plan on having a consistent presence. The numbers don’t lie – 86% of B2B companies have a social media program....but only 32% have a daily presences. (RealTime Report; White Horse)
3.Time management. Maybe the most important – you can have the content and you can have a plan, but if you don’t leave yourself time to execute you’re all dressed up with nowhere to go. Sometimes this is more than just time allocation. It’s important to know ‘who’ will be allocating their time and if it’s someone in-house or at an agency.
4.Don’t be shy. You’ve done the work to create and implement your voice – don’t be afraid to use it. Respond to people’s questions. Comment on their opinions. A lot of good can come out of what people think are bad conversations. At the end of the day people just want to be heard – you can fill that space.
5.Integrate. Don’t ignore the other components of your marketing program. Social media is a driver – a tool to support your overall program. Sometimes it’s the catalyst, sometimes it’s not. But just like every aspect of marketing that came before it, find where it works best.
What do you think? Anything to add?
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5/13/2011 11:03:02 AM
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