I have to say that I am a big advocate of social media. But I also have to say that you need to understand the basics of marketing in order for social media to work and in order for you to know how you should use it. If your company is in a place where it’s finding that it is spending too much money on print, isn’t able to get the word out about new products and about the brand due to a constricting budget then you may want to look into social media. Yes, the platforms may be free to use but the person who will be dedicated to doing the actual work will want to get paid, so keep it in mind.
Yes, everyone is doing it. But…you need to know how YOU need to do it and do it right. Your use of social media will depend on what you are currently lacking.
The previously mentioned problems can easily be taken care of by setting up a Facebook business page and company LinkedIn account. Now that you’ve done that you can’t sit back. You have now opened up the flood gates and must update these two platforms consistently. If you don’t, then the people you have asked to join your groups will abandon you and your name will be tarnished much quicker than it would have via any other media…well, for the exception of a Newsweek article or something along those lines.
Basically, you need to know what you’ve signed up for and that is, finding time in your day to DAILY update your news feeds. That may not be the case for LinkedIn but I would urge that that gets updated once a month.
So before you dive into social media think about the magic 7
(These are my own take aways so please make sure to figure out what works for your company. Hopefully these steps will guide you in the right direction)…
1. Evaluate your current strategies.
2. Find out where your gaps are. If you don’t know WHY you’re going to use social media, you also won’t know HOW to use it.
3. Strategize about the best ways to fill those gaps, via regular or social media.
4. Find someone who can dedicate time out of their day, and who understands the power of social media and how it fits into the marketing mix, to daily update and MONITOR your new platforms and others you may not actually be on. (There are many forums out there on which people may be talking about your product. Use Google discussion and real-time search tabs to find that out.)
5. Evaluate your new strategies monthly and then quarterly for a bigger picture.
6. Don’t lose steam as your follower base may not grow quickly. It’s all about perseverance, patience, content and finding the right audience to talk to.
7. Reevaluate what you’ve done and what needs to change.
How does social media fit into your marketing mix?
Happy Memorial Day weekend and…What did you do today?