It’s become clear over the past 2-3 years, maybe even longer, that communication is no longer a one way street. In days gone by companies sent out their marketing messages and consumers decided to buy or not to buy. Communication has taken a massive shift and now we have the power to publically answer back to organisations, and we’re doing it in our droves. Ok, it’s true, we’ve always been able to write a letter of complaint and if you could be bothered, you could always send it to the local newspaper or current affairs TV program. But all that takes effort. Social media makes this process so easy. We can post a comment on a forum or discussion site, share it with our friends, and a multitude of other people we don’t even know. It’s mind boggling how powerful social media can be.
People power can make or break an organisation in a matter of minutes. Globally. Like it or hate it, marketers simply must embrace social media. Whether that’s to watch from the sidelines and monitor PR or actively join the conversation.
But before you go out there and willy-nilly start setting up a Facebook page and Twitter account for your company, stop and think about what’s going to work for your organisation. Like anything else in marketing, social media needs a strategy. Here are a few pointers to consider in formulating your plan:
How are you going to manage your social media? It takes time, a lot of time. Do you have a dedicated resource?
Who are you trying to communicate with? Different audiences use different social media sites. Approximately half of Twitter users are professionals aged 35-50. Myspace has a young demographic. And if you think Facebook was for kids, consider this: the fastest growing segment on Facebook is the over 35s. (Source: Nielsen online)
What are your goals with social media? Be clear on what you want to achieve and how you will measure this.
Listen to the conversation before you jump in. Monitor forums. Follow Twitter feeds. Set up a Google alert for key words to find out what people are saying about your product or company. Then, work out a way you can turn social media to your advantage.
Get familiar with the various social media sites and decide on the best medium for you in terms of presenting the content you want to share.
Be prepared to set up some rules for social media in your organisation. You may need to write a formal social media policy to curb employees inadvertently, or otherwise, creating bad press. Don’t go overboard, remember you’ve already placed your trust in your employees by hiring them. It really all boils down to common sense.
These are exciting times for marketers. The fast pace of social media means there is always something new on the horizon. We are constantly challenged and have new mediums to work with and have new creative ways to interact with our audiences.
Do you have any comments on your experiences with social media and how it has benefitted your organisation? Lets start a conversation!
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