|“WE’RE ON FACEBOOK” IS NOT A SOCIAL MEDIA STRATEGY|
Oranjestad, August 6, 2013 - While many brands suffer from this misconception, for varios brands the missed opportunity to capitalize on the online community is breathtaking. Many consumers build relationships with like-minded folks and brands on the internet, especially on social media, far more than they do in the offline world.
Therefore, it is very important to have the right social media strategy, along with your content marketing strategy.
Let’s look at 3 keys to a successful social media program
1. Presence is not strategy
Many brands believe that posting on the major social media channels constitutes a social media strategy. Fan counts and comments do not necessarily measure engagement with your target consumer. They might measure instead just who likes your posts – you might be preaching to the choir instead of reaching out and informing new consumers about your brand.
2. Integration is Paramount
Digital marketing suffers from the same challenges with integration that traditional marketing has faced for years. As a new tactic though, the practice of silo-ing social media separate from the balance of the marketing efforts with different goals and different success ratios is tempting. Don’t do it, rather make social media integration a priority in developing any marketing effort, not an afterthought.
3. Experience is not Expertise
Social media and digital marketing expertise are not the province of everyone who grew up with Facebook. With the time intensiveness of social media posting, it is tempting to relegate the entire effort to the most junior person on the staff. But as with any junior staffer doing a time intensive job (new lawyers doing mind-numbing research, fresh MBA’s crunching numbers and making PPT charts) supervision and training needs to come from senior marketers with strategic experience in the social media world.
Social media is a powerful tool for any brand and a unique opportunity for exponential growth. Make sure yours has a strategy not just a presence.