subject: The Unofficial Top 5 Social Media Strategies [print this page] The Unofficial Top 5 Social Media Strategies
First and foremost, do not participate in social media just to be in social media! Countless brands, excited to be the part of this new thing called social media, have hurt or hindered their overall brand integrity simply by not fully implementing a social media strategy. Do it well, or find someone to do it well for you! (because not doing it is not an option)
All social media strategies should follow the 80/20 Rule. While this is not a marketing law, it is a great guideline for most campaigns. 80/20 represents the percentage of posts, status updates, links, and other information that should be crafted to develop relationships with the fans and build connections with new fans.
A small part of the social media campaign should be reserved for the hard sell, the meager 20%. The relationships built throughout the rest of the messaging should allow for a smoother transition/entry to the hard sell.
In all things, be transparent, let fans know who you really are. Social media outlets by nature are transparent. Behind the scenes photos, first hand experiences, and open dialogue with customers creates excitement and anticipation among your fan base. "I wonder when their next event is? or I can't wait to see their next blog post."
A brand, firm, or even an individual cannot try to be something that they simply are not. Put up a front and fans will notice...and call you out on it.
Keep content engaging. Simply providing %'s off, or free shipping is not enough to truly incite your followers to action. Ask your fans how they use your product, what product do they love, or create a sweepstakes that requires them to write about your brand.
This kind of participatory promotion will push fans to interact with the page, think about our product in their lives, and share their vision of how your brand will fit their needs.
Social media strategy should be thoroughly integrated into your marketing plan. Keep the messaging in marketing collateral, sales calls, trade shows, etc. consistent. Twitter should complement Facebook and E-news campaigns should line-up with your marketing materials. Social media cannot, and should not, stand alone. It is a part of a larger whole for any marketing communications strategy.
As with any marketing outlet, social media strategies need to be flexible to changes in the market, industry, and/or social attitudes. There are a multitude of other great social media strategies, find what works best for your brand and stick to it!
