I have drawn a few conclusions over recent months about SME's relationship and reaction to Social Media, I expand a little bit on each here, and offer some help and advice to ensure your business is on the right track with their Social Media Strategy or knows how to make a good start.
1. SME's ARE embracing Social Media and it's Benefits
I don't think any harm has been done by adopting this approach, as long as the time is taken to take a step back and address the questions, 'What's the point of it all?', 'What is the message we are trying to get across?'.
2. What is the aim of my business' Twitter, Facebook, Blog or LinkedIn?
It appears that some companies are falling at the first hurdle, because they haven't thought about what their message is and who they are talking to!
None of this need be difficult or time consuming, it's just an exercise that needs to be done so that consistent messages are communicated, followers are given the information that they expect and that information is updated on a regular but not necessarily frequent basis.
3. Simple Social Media Strategy
Here we can see a very simple Social Media Strategy. What it makes companies do is get all the people involved with marketing and updating Social Media to answer these basic questions:
1. Who it is aimed at?
2. What is the aim?
3. When and how often should it be updated?
4. By whom?
The example shows how a Recruitment Agency divided it's communication strategy across the most relevant/appropriate Social Media. As a result internally everyone know's the benefits of each account and can sell this to the client, prospect or candidate.
4. Benefits of having a Social Media Strategy
1. Everyone selling the benefits of joining the companies Facebook can explain to the customer, what's in it for them
2. Everyone adding and updating the various Social Media will know what the boundaries of the message are and what point they are trying to get across
3. That the correct Social Media has been chosen for your target audience. For example, you are more likely to attract 18-25 years olds using Twitter and Facebook then you are writing a Blog for them to subscribe to.
4. If you set objectives/goals for your Social Media to reach by a certain time, this gives you something to measure the success of each Social Media campaign. If you don't set these parameters how will you be able to measure whether your Social Media Marketing is working or not. Just to say that it is something we should be doing, and that the results will show over time is not enough.
5. There may need to be multiple Twitter accounts within the company that are used to target and communicate with different groups of people.
6. Over time it will be important to keep track of the messages being communicated and businesses will need to be aware of what they have said in the past and have the capability to re-blog, re-tweet and cross reference other conversations with old content. Also, good to make sure multiple contributors are not saying the same thing twice or worse contradicting what the other person has said.
I'm sure there are many other benefits too, so if you would like to share your experience of having a great Social Media Strategy or not having one at all, I would like to hear from you.
If you would like to talk about how I can help your business or organisation with your Social Media Strategy or are interested in arranging bespoke or attending, a series of scheduled Social Media Workshops, please get in touch:
Phone: 01905 20390
Website: www.coldicottfreelancetraining.com
Excellent article Helen. Answers the exact question I have been asking myself regarding Social Media exposure for my company. Thank you. - Mark Sampey, Director - Sports Surfacing Solutions Ltd
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