Whether you write content for a local boutique, a non-profit or a national brand, choosing the right social mix can be a million dollar strategy. Riding the wave of social media, however, takes time and a mindful approach.
Too often, I see marketers hammered by the real-time demands of social media. Its staggering to watch a busy in-house marketing team try to keep up with the buzz and then fall flat by letting complaints go unnoticed, missing rainmakers, or not cashing in on customer testimonials and product feedback. Feedback that would give their company high-exposure (free PR) or ideas that could help to uncover the next big product development feature.
In this ValTalkBlog, I’m outlining some key considerations to spark your process. These are points that I wrestle with in my sleep and certainly in the shower, as I’m pondering my client’s best options.
First, know the basic human needs of the big social media channels
Twitter – I am important. I have opinions and want recognition.
Linked-In – I have skills. I can do the job.
Facebook – I’m showing you ‘‘who’ I really am.
YouTube – I want to learn or teach. (Note: captions, image descriptions and accessibility for persons with disabilities)
Blogging – I have stories that you will relate to.
Pinterest – I am creative. I want to inspire you.
As the world gets more digital, your customers’ individual preferences shine through social media, like never before—that’s valuable real-time intel that doesn’t cost a focus group. So, your online company persona speaks volumes about “who you are” as a company.
Yes, we humans like to hide behind our computers and smartphones, but make no mistake: We’re alive and want action. We want to belong and to be known and we’re checking you out on social media.
Carve time out to talk with your marketing team about these 5 questions:
#1. Should we do a blog instead of, or in addition to, expanding the website? (consider breadth, depth, time, impact, good writers)
#2. Is our company persona or “voice” fun, professional, technical, trendy, quirky, or something else? Define it.
#3. List the common characteristics of your best customers. Read know your best customers before embarking on a social media strategy. Where do your best customers hang out in social media today? Do the research.
#4. What content do you have now to leverage in social media? Who will be the content sources in your company? (value, inform, resolve, provoke, inspire)
#5. Who, on your team, is the best person to convey your company persona? Do they have the time, flexibility and skills to do it consistently on every channel? Or just one or two channels that your customers use most frequently?
Once you launch into the surf of riding social media waves, get ready for ebbs and tides. Social media has transformed consumer behavior, but one point remains pivotal in smart content marketing, your customers want to be heard and responded to. They want to feel as though they are partnering with your company and that they know “who” you really are – your persona.
Lastly, have a back-up team member because real-life happens to all of us and time marches really fast in social media. This knowledge will help you build a vibrant online presence across the vast oceans of online communities. With the right strategy, you’ll be targeting the right people in your best company voice and you’ll be keeping those traditional lead generation programs and sales efforts humming in the background.