It is mind boggling to me how some brands and businesses are still debating whether or not they need a social strategy. I hear things like “it doesn’t apply to my industry,” or “it doesn’t sell product or create revenue,” or “my client base doesn’t use this network or that,” etc. People…you are over thinking it. If you have set out to be in business, then you need to define your goals as a company and then layer in a social strategy that is consistent with them…This is fact, not fiction.
Social media is the internet and the various social networks are just a part of the ecosystem. Look around; are people using computers, tablets and smartphones everywhere you look? Trust me, you will be interacted with online and to not have a real, make sense strategy in place is detrimental to your business. Stop the insanity.
Social media helps with branding, partnerships, improved search rankings, lower marketing costs, better customer service and generating qualified leads and sales. These are just some baseline reasons, as to why you need a social presence and social minded strategy coming from the very top. It is mission critical to stay the course on your social efforts if you ever plan to reap the benefits listed above. It does not come over night. It requires time, energy and effort. It is an undying commitment to be a good company and a provider of positive interactions. If you are genuine in this approach people will take to it and they will buy. Marketing costs will go down, sales will go up and your economic model will benefit greatly. Faking it will lead to clean up work, customer service issues and will be counter-productive to your company’s goals.
Each week you need to drive the message and focus on all of the benefits listed. It is not a marketing campaign that you run for 2 weeks and then review ROI’s and KPI’s on a spreadsheet. Some success will be measured by gut, while some will be in responsiveness. Some will change on a dime based on pivots in your industry or your business. You need to define what is important to you (aesthetic? service? troubleshooting? interaction?) and then execute a plan that is consistent with any and all of those.
It is a living and breathing thing and will develop with your brand. It is not a silver bullet, it is a suit of armor that will allow you to be strong and win online. This social media plan must be planted, and then you must nurture it and let it grow. Then you will be the beneficiary of a business built to last.