Many companies I work with today are enthusiastic about diving into social media. It’s shiny object syndrome at its finest. The problem I find most prevalent is that companies have no realistic idea about what it takes to launch and support a social media program.
It takes a lot more than creating an account and setting up a profile with the best of intentions to participate.
Here are 5 things to consider before you choose to add social media to your marketing mix…
1. Prospect Preferences. Do you know where your prospects hang out online? Do they engage in social media? If so, is their involvement based on personal or professional reasons.
2. Content. How much of it do you have? Do you have plans to continuously develop a flow of content with the variety of contexts you need to meet expectations in different social media venues? Is your company stance to gate content or make it freely available? Is all this content focused on your prospects’ perspectives? Is it helpful? Do your prospects engage well with the content you already share with them? In other words, will they be receptive to more of it? If not, fix that first.
3. Resources. How many people do you have that can spend time working on social media efforts? What? Just you? How much free time do you have in your current schedule?
4. Long-term Commitment. Social media is not something you start and expect to see amazing results with in 3 months or less. It’s definitely the turtle that beats the hare in this race.
5. Connection Points. How can you integrate your social media efforts with your existing marketing programs? Set up a plan to develop cross-over and help your prospects find the content they’re searching for regardless of where they look.
Social media can be a boon for marketers and companies. But it does require planning and commitment that’s often out of reach for many marketing departments already spread thin.
5 Things to Consider BEFORE Using Social Media
by Jim Berkowitz on September 7, 2010