Don’t Over Think Your Social Media Strategy
Across most industries, both B2B and B2C, social media has become a necessary component of an online marketing strategy since millions of people access social media sites every day, and often numerous times a day. While many companies have learned how to “do” social media well, others continue to struggle. Two things that companies have a hard time with are the immediacy and the reach of social media. A tweet can be read instantly and re-tweeted over and over again, or it can be ignored. Sometimes you simply don’t know what you are going to get out of it.
Since social media communication is constrained by limitations set forth by the social media companies, businesses need to make the most of the space that is available. Some companies have struggled with the informality and ease of communication. It’s all too easy to quickly type something up thinking that it’s clever and submit it, only to realize later that it could be viewed as offensive by some people. Other mistakes have been made when employees confuse a personal account and the business account that they are handling. There have been many cases of social media slip ups amongst businesses, both large and small.
These mistakes have made many companies gun shy when it comes to social media. While posting something quickly without thinking it through can have repercussions, it’s also bad to think about it too much. If you are going to be involved in social media and do it well, you need to be active. There is no point in having a social media profile that will never be used. The whole point is to be “social”; if you aren’t communicating with your target audience it will never be an effective way to market your business. This is where lots of companies get stuck. They worry too much about what to say, how to say it, and need approval from five people in five different departments before anything can get posted. By the time this process is completed the message is probably outdated or someone already beat you to it.
It’s a good idea to have guidelines to adhere by, but ultimately a company needs to trust the individual or group that was assigned with social media duties to do their job well. There is a misconception that you can pass social media responsibilities on to an intern. This is the wrong approach. The people that are responsible for social media should be employees that have established a good standing in the company and fully understand the business model and goals. That way, there is a much lower chance that the wrong message will be sent.
Categorized in: Social Media
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