Each day I come across businesses that are trying to grow their engagement with their customers and employees and the first thing they come to the table with is the need for a Social Media Strategy. I love and believe in social media, but I don’t believe that it is the best channel for every business or employee relations challenge that you are presented with.
In order to validate if a social media approach is right for a specific business challenge I have started to ask a few specific questions that help to get each brand on the right path.
Is the customer you are trying to reach in the demographic that uses the particular platform?
If you create a Twitter feed for a group that are loyal to Tumblr you may be wasting your time. Social media is a great tool to grow your business but you have to be relevant. If the platform is not a match to the customers, then don’t bother, but if the answer is yes keep going.
Are you going to commit resources to write content and respond to questions or posts that arrive on the different platforms?
If the answer is no, then maybe you should re-think the idea of being in social media. Responses that aren’t timely can turn into PR nightmares quickly on most platforms so what could have begun as a question about hours of service could spiral out of control and become damaging to your brand. It is better not to be in the social space, than to do it badly.
Are you hoping to engage internal employees?
If you want to have an associate Facebook page and they can’t access Facebook from your internal network, you have likely created an obstacle to your own success. Make sure your team can access your content from their workplace. Hoping that they will go home and like your brand after a long day is a lot to ask of anyone.
Additionally, if your business includes employees that may not have great internet and/or cellular coverage because they work in remote locations, you may be spending time talking to yourself.
Ok, so you are going to staff the venture and you are committed to making sure everyone can access the content in the channel that fits them best, so what next?
You likely need a social media strategy. Before you move forward and invest in the project make sure you know what you want to accomplish, and are willing to test it for a reasonable amount of time. Most social media projects need at least six months to really build up steam, and don’t really hit their stride until at least a year of content and customer engagement has been completed.
When building your plan, include key milestones that will define success of the program as it builds and grows. Try to be realistic about followers, circlers or likes that you want for the first few months of the program. Remember, just because you now have a presence doesn’t mean that everyone will seek out your page tomorrow.
Social media may have what seems like an immediate return on your investment, but you need people to care about what you have to say, before they will trust you with their time. Be engaging, whatever your platform of choice and make sure that your social brand stays true to your existing non-social customer.