Where to start with Social Media...

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 am pleased to report that increasingly people and companies who I talk to are embracing Social Media. It seems that business owners know that they need to be involved with Social Media and that it is important to update their Blogs, Facebook, Twitter accounts etc on a regular basis. However, the problem that some companies are experiencing is that they have 'jumped in with both feet' - and set up accounts, 'tested the water' - by sending out a few messages and then got carried away - updating frequently but not necessarily knowing why they are sending this message or who is interested.

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:

Email: helen@coldicottfreelancetraining.com

Phone: 01905 20390

Website: www.coldicottfreelancetraining.com

Midlands based media expert warns Facebook fear has over 40s frozen

Midlands based media expert warns Facebook fear has over 40s frozen

A media consultant claims a phenomenon she calls 'Facebook fear' is damaging many of the region's established businesses.

Helen Coldicott said an unwillingness to accept the changing face of media could cause the demise of some well-known employers.

Ms Coldicott, who runs her consultancy from Warndon Villages, Worcester said: "Whilst many youngsters are comfortable with Facebook, Twitter etc we see many well-respected organisations frozen with Facebook fear. It's an unhealthy attitude of mind and it has to change."

"Blogging, internet forums and podcasts have to become commonplace topics in the boardrooms of some of our biggest companies, because it's just too important to ignore."

She added though there were many new companies embracing the changing technological landscape.

"I'm finding there are progressive new companies that have emerged since the recession started and they are utilising social media well to find an audience for their products," she added. "Whilst they are doing this the bosses of companies, which have been around forever and a day are just twiddling their thumbs. The problem is by the time some of them react it will be too late. The game of catch up will just be too great."

The web-marketing expert added that it was very much an age related issue as to who is embracing social media.

"Often, and not surprisingly, it's the over 40s, who are most scared," she added. "They needn't be though, because it really isn't that difficult. Once they make the commitment to accept social media as an important aspect of their marketing strand they will be surprised at just how easy it is to get to grips with."

"There is a lot of help out there. This is an aspect of modern life that we all have to live with. It's time for some business bosses to take their heads out of the sand and realise this is the way the world is now."

Photo Courtesy of Matt Falla Photography

Article published by Midlands Business News on 18 November, 2010

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