Although it may seem that every business is implementing a social media strategy, we encourage you to take a close look at your business before jumping in head first. Here are a few of the things that are most important to know about your strategy – as well as things you should keep in mind to make the most of your experience:
- Get Involved – An effective strategy demands a significant amount of time, as the content has to be created, edited and published. It’s also important to promptly respond to customer comments to show them you’re really listening to what they say. And, creation of exciting, relevant content that is interesting to your readers is a must as well. If your company doesn’t have a person to manage the campaign, consider hiring an outside company to manage it.
- Be Accepting of Feedback – As you begin, know that anything published online that represents your company is out in the open, and people will criticize or leave negative comments if they don’t agree with your ideas. On the other hand, it’s likely they’ll also compliment and leave valuable feedback. It’s important that you come into it with an open mind – and open yourself up for any potential negatives. Keep in mind that not all negative reviews are bad. In the end, they’ll help you better define who your ideal customer is.
- Don’t Give Up Too Early – Any good social media campaign takes time to build. It takes work to build relationships with your customers and brand loyalty – but you have to be in it long-term – and can’t expect results overnight, or you’ll be disappointed.
Most importantly, don’t step into the social media world because “everyone else is doing it,” or because you want another way to advertise sales and new products. While these are definitely something that should be used in your strategy, it shouldn’t be your primary focus. Remember, it’s all about building relationships with your customers.
The reality is, the ideal solution is different for all businesses. Those who have a high rate of return customers may benefit by offering sales and specials that are exclusive to users of their online communities and social networks. Others may benefit by building a presence simply for the purpose of letting their customers get to know them on a more personal level.
To help determine if it’s right for you, as well as the best ways to reach your customers, make a list of social media sites and do some research to determine if your customers are connecting there. Search for your company’s name, your target keywords, and even your competitors on blogs, forums, and social networks to see if people are talking and what they’re talking about. This will help you better identify and understand what your customers want, and how your business can help their online experience. If you find your customers aren’t using these online forums, blogs, and social networks, a social media campaign may not be for you.
Consider all of the above before tackling a social media campaign – they’ll make a big difference and make your transition into the online community a smooth one.
