Posts Tagged ‘Marketing’

So you’ve done your due diligence and considered the pros and cons of social media for your business.

And you’ve thought through who will be managing your social media efforts.

Now it’s time to start thinking about your company’s social media policy. Some companies jump into social media without a social media policy in place. Others establish a rigid set of rules. Whatever your company is considering, we believe this topic warrants discussion!

We operate under the belief that developing a social media policy will be a multi-step process: (1) a general overview of guiding policies, and (2) updating elements once you launch your social media marketing plan and know exactly what you are utilizing – and how! Clearly (2) will be something you tackle a little later in your social media process (and we’ll get to that a little later as well!). So backing it up to (1),  let’s make sure you hit the essentials in social media policy development!

Considerations:

• Think integration! I know – we say this a lot. But it applies here just as it applies elsewhere in your marketing efforts. Your social media policy should not require starting from scratch. It should build upon existing marketing/PR policies, as well as overall company policies, then be customized as needed.

• Don’t name names! In other words, consider not naming actual social media platforms in your social media policy. Given the pace at which social media mediums are launching, your social media policy could quickly outdate itself. Not comfortable with this option because of specific issues with a particular social media platform? Then ensure compliance by adding in verbiage that covers all current and future social media usage.

• Be prepared to be flexible! Your company or non-profit may currently block access to social media sites out of concern of abuse by working employees. But what if your events planner uses Facebook to send out requests to volunteers? Or your advertising department needs to load videos on YouTube? Stay abreast of changing trends in social media usage and be prepared to adapt to the changing social media times.

• Know how to speak! Really, we mean it. Determine the tone of your messages; what is and is not acceptable in regards to what can be said or portrayed through social media; and how to respond to both positive and negative comments. You are using a public forum, so ensure you have public relations considerations in place prior to launching!

• Set a schedule! Determine how you are going to handle postings. Do you blog once a week? Send e-newsletters monthly? Post on Facebook one time a day, but three times a day on Twitter? Figure out your posting schedule and stick to it – consistency is part of what branding is all about!

There are many other things you need to consider in a social media policy, but these key areas will help you get started. So while developing the policy may feel like a hindrance, in the long term it should be a huge help in developing your social brand. Good luck and happy social media planning!

Have other ideas about social media policies that should have been considered for this list? Drop us a comment!

As we’ve said before, social media is not for the faint of heart. It requires a sense of adventure, a willingness to take a gamble and the ability to plan strategically, execute quickly, and adapt as needed.

Most of you know our mantra about integration–integrate your plan, your messaging…and your social media manager! Ensure that this person knows what is happening not just in regards to your marketing activities, but also in other areas of your business. This allows the messaging to be a true representation of the company.

But this post is really about considering your social media marketing manager and the immediate power they hold in their mouse tip. It is never easy to take back someone’s words, but it’s even harder when they’ve been broadcast through multiple social media channels.

Common issues to be considered before putting your social media manager in place:

• Want our social media efforts to be perceived as trustworthy and articulate? Your social media manager needs to be both!
• Want to venture into uncharted social media territory? Your social media manager needs to understand marketing concepts and social media tools.
• Answering consumer posts? Your social media manager needs to know where to send those disgruntled customers so they don’t become even more disgruntled!
• Updating your logo? Your social media manager needs to know where to update files online!
• Reposting content from others on the web? Your social media manager should be aware of the associations with those organizations!
• Letting your social media manager go? Have access to all sites and passwords, as well as the ability to change them prior to notifying them of their departure!

When it comes to Integrated Marketing Communications, every message about your brand reinforces your brand.  So before your company launches their social media marketing campaign, there needs to be careful consideration given to who will manage your activities. That person needs to have that rare ability to be tech savvy and social–all with a professional demeanor. After all, what they say via social media stays in social media! Unless, of course, it’s so brilliant or so atrocious it ends up crossing over to traditional media. And that’s why it’s so important to make the right choice.

You know you need to do it. Or you at least suspect it. But you aren’t sure exactly what to do. Or how to do it. Or when to do it.

For that matter, should you really do it?

Choosing to utilize social media in your marketing efforts should not be an automatic assumption. It should be a clear and strategic business choice. Not sure where your company should stand on the issue? Consider these following questions:

Does social media marketing fit your brand?

Some argue that any brand can use social media – and should. We say that while one day that may be true, it may not be the case now. Consider your brand elements, promotions, and target audience (and more!) when determining if social media fits your brand. Not all social media fits all companies!

Will usage of social media resonate with your customers?

Think about your customers and their habits. Are they heavy social media users? Are they non-internet users? Are they teens who use social media for almost everything? Make sure your choice of social media appeals to your customers or the target market you want to reach!

What sites are your customers using?

Are your customers primarily Facebook users? Avid Twitter fans? Do they love YouTube? Or are they less mainstream and more into other niche social media? Just like with other marketing efforts, do your research to figure out what they are using – and when!

How can you reach them through those sites?

There are multiple ways to reach customers – ads, blogs, posts, Fan Pages, Twitter account, YouTube subscriptions, LinkedIn Groups…the list goes on and on. Which medium reaches your customers, and more importantly is likely to drive action? Can you afford it? Can you manage it? And are you comfortable with it?

Do you or your staff have the time to manage the process?

Social media marketing is not a quick process. It takes time to research, plan, strategize, and execute. And let’s not forget follow up! So make sure you and/or your staff has the time to manage your efforts appropriately or you may land your company in a PR mess.

Is your staff properly trained in social media execution?

Anyone can set up a social media account. And to some degree, most people can somewhat use those accounts. But does the staff that will manage your account truly know many of the tips, tricks, and tools of the social media you identify for your efforts? Are they comfortable with figuring out how to keep up with new trends and applications? Is there funding to pay for their training if needed? Not everyone is comfortable exploring all of their options, so make sure you evaluate your social media manager(s) to ensure they have the training they need!

What are your objectives?

What do you want out of this effort? Do you know before you launch? You should, or its just a waste of time, energy and resources! Make sure your objectives are clearly identified and your social media managers are aware of them.

What is your strategy?

Are you launching a specific campaign? Utilizing a spokesperson or character? Speaking with a personal or professional tone? Trying to drive one specific action? Your strategy will dictate much of your action, so make sure you have a clear idea of what it is. Once determined, clearly build your outreach around it.

How often will you evaluate your efforts?

Prior to your launch, establish a timeline for evaluation. If it’s a Facebook Ad, you may want to tweak it on a daily or weekly basis. If its a LinkedIn Group, you may want to join other groups and see what is working for those groups. While your overall strategy should be reviewed annually, your day to day efforts may require more evaluation!

How will you measure your impact?

Measurement – the oft-forgotten tool. “Know before you go” in order to know what you have accomplished. What do you want to measure. How will you measure? What does that mean for your strategy, your staff, and your activities?

These are just a few things to consider prior to launching a social media marketing plan. There are many, many more questions you may need to consider depending on your plan. Some additional topics you may need to discuss include:

- Social media policies and procedures
- Safety and security
- Legal awareness

We hope you find this article helpful in your efforts to launch your social media plan. Need additional help? Let us know and we’ll walk you through the process!

“What is the difference between social media and social networking?”

“Should my company be doing it?”

“What does that mean for us?”

“Who should manage it?”

“Will it work? Or am I just wasting our money?”

These are just a few of the things that go through the mind of any business owner considering launching a social media marketing initiative for their company. But the issue is both broader and more narrow than the questions listed above. Really, the starting point should be: “Should social media be part of our marketing mix?” The next question should be “Can we support a social media effort?”

The answers to the two questions above are crucial. Not every company is prepared to launch a social media marketing initiative. Nor should every company launch one. While social media marketing can be an amazing and effective tool, the decision to launch a social media effort should be carefully considered. A social media marketing effort should be strategic and carefully planned, so as to maximize results and minimize any potential issues.

And trust us, any time you launch a new initiative – especially one in as public an arena as social media – problems can arise!

So before assuming that cheap exposure and easy maintenance are actually cheap or easy, do your homework. Talk with your marketing team, talk with your management team, and consider talking with us. Use the collective savvy around you to determine if social media is right for your organization. Once you have done that, you can begin to put a plan in place.

Need help moving to the next phase? Let us know and we’ll be happy to help you out!