Strategy is an integral part to the success of a campaign that involves social media. I've said it on this blog before and I say it all the time in my work, but there has to be a strategy behind social media efforts. You shouldn't dive right in and hope it all works out. "Guess and check" isn't a good system when trying to build a positive reputation for your brand.
With that said, you have to be extremely careful about who you talk to and what advice you get when building a social media strategy. Here are a few key points to remember:
1. The strategy should be your own
Don't settle for the application of basic social media best practices to your brand. Your brand, products, services, target audience, resources, leadership buy-in, and much more make your campaign unique.The campaign you create should be tailor made to give you the greatest chance of success after factoring all of these key variables.
2. Social media won't succeed alone
Though social media is a great communication platform, it won't win the battle for brand awareness and advocacy alone. Social media is best used if integrated into a cross-platform marketing/PR strategy.
3. Don't obsess over a single tool
Make sure you don't focus all your time and effort on a single tool like Facebook or Twitter. You need a proper cross-pollination of messaging on multiple tools. What if you focused your social media efforts solely on Twitter and it went under because it couldn't procure $100 million in funding? Where your brand be now? Make sure there are at least 2-3 landing pages for consumers to visit.
4. Content continues to be king
What you put on your blog, in your profile, in your tweets or wherever else you are is vital to the success of your campaign. The content should be engaging and relevant to what you are trying to achieve. It should also be published on a regular basis. You shouldn't have long lapses in time between posts.
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