Social Media. Finally! The cool stuff!

Posted by Lara Wood on 29 September 2011

Or maybe you’re thinking…damn…are we talking about this again? Whatever your comfort level or interest with social media the reality is it’s everywhere, it’s getting bigger, it’s impossible to control and like it or not, it’s going to impact your business. If that doesn’t make you think “I have to do this right!”, I don’t know what would. 

The social media space may seem simple, but here are a couple of key things to keep in mind:

You don’t HAVE to be EVERYWHERE 

First of all, not every network is right for every business/message. For instance, Facebook is more social and personal, LinkedIn is more corporate, Twitter is for short and sweet. Take a good look at all the networks with a critical eye and decide which ones work for you and your message.

Second, maintaining a network effectively is a lot of work…even for nerdy people who spend the whole day with five accounts open on their desktops. Be realistic about your resources, and make sure you only go where you can be effective. One well managed network is better than five embarrassing ones. If you’re in multiple networks, have a strategy for EACH ONE. Who are you talking to, what do they care about, what are you trying to accomplish? Trust me, this planning is worth the time you’ll invest in it.

Be Real and Provide Value 

Being fake or “salesy” in social media is like dropping chum in the Gulf of Mexico. The consumer in SM (that’s what cool people call “social media”) has a lot more power than they ever did before, and they won’t let you get away with much. There is an expectation of transparency, but also a low tolerance for low value data. You have to engage people with something that’s worthwhile to earn the right for them to share what you want them to know.

Have a Content Plan BEFORE You Start Talking/Posting/Tweeting…Please.

Ever follow someone who posts like crazy about a big event on Saturday, and then once that’s done…crickets. It’s brutal. Or, have you ever followed someone who tweets 40 times per day about everything from business strategy to laundry to the point where you can’t stand looking at their profile pic? They didn’t have a plan. It’s as simple as deciding what you will talk about, how often, and where the content will come from. This plan will look different for everyone, but it’s necessary to keep you on track and keep people engaged. 

Being “unfollowed” is so much worse for your brand than never being followed at all. 

With these in mind, we’ve revamped our own social media strategy. Our blog has a purpose, our Facebook page has a primary target and our Twitter feed has a content plan… critical elements of our Digital Makeover checked on the list…

For a timely, related read, check out Derek in last week’s Progress article…digital version here (hardcopy coming soon)…

A few others worth checking out in SM…Home Depot and their How-To video approach on YouTube…@badbanana with his quirky entertainment on Twitter…Lady Gaga with…well, she’s pretty much everywhere.

Until next time…