In the rush to get on the social media bandwagon, it appears a number of companies have been satisfied to simply post a note inviting visitors coming from Twitter, Facebook and YouTube to follow their company or brand. With that non-engaging message, the result is a lost opportunity and the likelihood the visitor won’t return.
The benefit of social media is to build relationships and that means there needs to be a dialog between the visitor and the website host. Because of the immediacy of these social media tools, it’s essential the website has a mechanism in place to respond in kind so the dialog can be initiated. When that happens, the response is an opportunity to influence visitors to later communicate their endorsement of the company or product to their friends and associates directly or through social channels.
For the website host, a ‘what is’ analysis of the state of the company’s current website capabilities accompanied by a projection of ‘what the capabilities should be’, that is based on the company’s vision, needs to be prepared. A clear and concise brand positioning statement designed to attract the maximum number of your target audience also needs to be prepared. Then, implement the steps necessary to make it all happen. Recognize that as the level of sophistication increases, so will the need for resources and management support.
You have to start with a strategy
Start with a social media strategy that takes into account all of the company’s assets that can be leveraged to help build the brand. Study the website and either incorporate with or link to a company blog. While the website provides company and product information that can be assimilated and digested, the blog is ideally suited for interaction with visitors on any number of issues important to the host or visitors.
Access to the blog can be handled in two ways. First, allow visitors to use their existing login. The disadvantage of this option is the inability to capture the visitor’s e-mail. Second, use a sign-in process to capture the visitors’ information. This option usually provides more complete and accurate information, but its’ the less desirable choice because of the inconvenience.
Keeping the visitor on site once he’s there requires an attractive website/blog with compelling content. The challenge is to know who the target audience is so the content can be designed to satisfy their curiosity and stimulate interest. Most important is the need to refresh the blog content at least once or twice a week to sustain visitor interest. This is where a social experience needs to occur so the visitor can interact with the brand or socialize with the host, both of which will keep the visitor on site longer. When the experience is positive, that person becomes an ambassador for the company or brand within the social network fraternity/sorority.
Participate in conversations anywhere
When the coordination between website, blog and social media is functioning, customers, employees and prospects can interact as a community. However, that will take more time. But don’t overlook the importance to the brand of taking part in conversations wherever they take place, i.e. blogs, Facebook, Twitter, YouTube or forums.
An essential element in strategy is brand tracking. That requires tracking the brand’s progress continually. The obvious reason is to detect any negative results so corrective action can be taken promptly and avoid any long term damage to the brand. If progress is positive, further upgrading of the social structure can take place to accelerate the progress. Listening to customers and prospects is the most important part of this process and the social interface should take precedence over the automated data collection systems although ideally, both should be used. Social media can be an important asset for any company, but like any tool, it needs to be used properly. To do that requires a strategy that links all the resources to a common goal or vision. Otherwise, the time and money spent on these tools won’t help drive your marketing plan.
Please check our Social Media Pricing, Reputation Management Pricing andSocial Media A La Carte Pricing to choose the right social media strategy for your profile or business.