As you outline your marketing goals, you may be considering adding social media initiatives into the mix. Or perhaps your company is already active in the social media-sphere with blogging, comments on forums, Twitter, LinkedIn, Facebook and more.
While all of these mediums can help build customer loyalty, increase brand awareness and create new vehicles for one-to-one communications, they can also be huge time gobblers that don’t produce meaningful ROI. What’s more, opening the floodgates of social media may make you justifiably nervous as everyone, yes everyone, seems to have a megaphone in on social site.
With this challenge in mind, Round Social Marketing first suggests taking a critical look marketing objectives and how social media can complement them. Additionally, prior to implementing social media initiatives, consider the following items so that your business is putting its very best foot forward:
- Set clear policies. It is not enough to simply expect people to “do the right thing” – rules and expectations must be set prior to beginning a social media campaign. Treat these rules as you would any other important intellectual-property and corporate-behavior practices, and make sure employees know what’s expected of them before they use the tools.
- Use the appropriate mediums appropriately. Public social networks are the right venue for marketing, branding and sales, while private software should be utilized for internal collaboration. Reaching your clients and prospects on public sites makes complete sense, but the same is not true for internal collaboration. Even if you take measures to use more ‘secure” privacy settings, you never know who might see or share that information with others.
- Be flexible. Your internal management and corporate culture will likely need to change as your employees become more familiar with different ways to use social media. A good example is information sharing. While some people may consider sharing knowledge outside the corporate walls a smart way to invite collaboration and build brand awareness, the CIO or CTO may have nightmares about such a scenario. It’s critical to define when such sharing is acceptable and when it is not.
- Develop a cohesive message. The proliferation of social media and players within the space make managing company information a difficult challenge. Outlining a unified communication plan is critical, as is assigning who communicates what news to whom. Having 10 different people communicate the same news in 10 different ways does not contribute to a cohesive or professional image.
With these four guidelines in mind, you’ll be able to begin shaping social media policies that help your company present a unified and professional message. Please contact Round today if you’re like to learn more about social media strategies for your company.