Seven Social Strategies
I often use my social media reporting skills as my note-taking device when I am attending a seminar. The more practiced you become, the quicker you can turn a golden nugget of information into 140 characters or less and not miss the next great idea to come from the speaker. At the last LinkedOC event, Amber Naslund shared a lot of information on strategy and the big picture and much of it is worth repeating, so I am going to list seven tips here that I am pulling from my "notes" (my tweets).
- Don't build your house on rented land. Translation: Don't use Facebook as the hub of your web presence. You don't own that real estate so it could disappear at any time. Create content on your own site or blog.
- Must haves for any business: Listening tool (something that tells you what people are saying about your company online, better yet, also what people are saying about your competitors, your industry, etc), internal communication system (e-mail works but there are more innovative and efficient ways of connecting employees these days), web analytics (how many people are visiting your website, how long are they staying), and CRM (Customer Relationship Manager software database).
- Right now, social media is seen as a job, just as in the days of Mad Men, women used to be typists. Someday, social media will be a skill set that most people will need to have, just like now, everyone knows how to type.
- Here's the trick to using social media to increase sales. Be helpful all of the time and find your customer in their time of need. The only time you should actually be pitching your product is in direct response to someone asking for a solution that fits what you have to sell.
- People don't connect with logos - they connect with the people behind the logos. This is why I never created a Twitter account for Building Blocks Social Media. I am my brand, so when you interact with me on Twitter, it is really me, not some faceless company. Anyone trying to sell you social media services should be transparent about who they are, otherwise, they are probably not going to give you the advice you need for your online brand.
- The successful social media journey looks something like this: listening, responding, participating, storytelling. It is o.k. to take these steps slowly and master one before moving onto the next step. Amber did a great job explaining each of the steps. She probably has more information about this in her book. She did mention that if companies just answered and apologized more, they would be much further ahead of their competition.
- And, my favorite quote of the evening, If you don't trust your employees to tweet or Facebook for you, then you have a hiring problem, not a policy problem. It is no accident that the companies who are most successful in social media have strong corporate cultures (with happy employees).
Let me know if this article helps you clear up the confusion about what you should be focusing on. I hope to be a catalyst for anyone who takes the time to read my blog posts!