Social Media Strategies Aren't Uniform

I had yet another conversation today where I heard a statement like "shouldn't we be building out or Facebook page? I know one of our competitors has a big Facebook presence." This type of statement should sound of an alarm in your social media mind.

Every time I hear something like this I want to yell, "YOU HAVE TO DO WHAT IS RIGHT FOR YOU!" Social media isn't about doing what works for other people or brands, its about finding the right communication strategy for your specific goals and resources. Listening to best practices is good because it will provide you a road map and ideas to discuss, but ultimately you should determine a completely unique strategy.

Some factors to weigh while determining you social media strategy include:

• Products and Services offered
• Target Audience
• Resources
• Man power
• Goals (whether to mass message or engage highly active individuals)
• Personalities of people communicating on your brand's behalf

A brand shouldn't just jump onto Twitter because they think they're supposed to. Again, each brand/individual is different and your social media strategy has to reflect that.