A really useful list of criteria for setting up a social media marketing for business framework from Social Media Examiner. It’s all very well talking about using social media for advertising but you need to have a proper strategy that addresses the method behind achieving a positive end result.
#1: What is the goal?
You’d think this is an obvious one… but you’d be surprised how often people skip this step. Another tip: start with the business goal, not the communications goal.
#2: Who is the audience?
Give yourself some depth here. Go beyond demographics and ask yourself what do they look like, sound like and whom do they hang out with when they’re using your product?
#3: Where is the audience?
This an obvious question, especially when you consider social networking platforms. But go beyond the obvious to the not-so-obvious, as in where they are in their lives. It will add a lot of depth to your analysis.
#4: How can I connect with my audience?
Don’t just define this in terms of channels. Ask yourself – from a creative, offer or conversation perspective – how can you best connect with your audience?
#5: How do I extend the conversation?
This is where that yin and yang thing really comes into play. Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
#6: How can I get my audience to introduce me to others?
When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real money lies, so think about how you can get your customer to give you one.
The Value of Integrated Thinking
Which do you think would be more effective today – simply pushing the same message in all channels or customizing the role of each channel (and the message) to fully leverage the power and limit the weakness of each channel? And if the answer is obvious to you, why do you think more companies and brands aren’t doing it?
Tom Martin is Founder of Converse Digital. He works with companies and ad agencies to help them monitor, create and engage in digital conversations to grow market share or increase customer loyalty.