Choose carefully:To me this is true to an extent. I think it would be more appropriate tosay refine carefully. When youre new to social media I think itsactually wise to try everything you think might be relevant, maybe trysome things that you dont think are relevant at all! Just because youstart something, it doesnt mean you are committed forever. Give it afew weeks, monitor engagement, see if the features work for you. Ifthey do, great! If not, simply pause your efforts, or move on.Its too easy and safe to stick with the big four (Facebook, Twitter, Google+ and LinkedIn), but you could be missing out on niche communitiesthat are interested in you, what you do and most importantly, what youcan do for them! Within this point I would also like to quickly discusshow many social media channels is the correct amount. The answer;there is no correct amount. Some companies may find a single Twitteraccount suitable, others could have about 10 different channels on thego, you have to go with what your company is comfortable with. Findyour level, and be confident in what you are doing.
Pick the application (community), or make yourown:(whether to join pre-made social media application or invent a new one)The majority of companies will find that joiningan existing community, or multiplecommunities, is the most relevant. The onlyreason I can see for a company to invent their ownsocial media channel is for internal purposes, andeven then a company would have to be pretty large inorder to require an internal social network.
Ensure activity alignment:(consistent corporate image throughout media activities)Again, this is true to an extent. Copying and pasting a statusstraight from Facebook, to Twitter, to LinkedIn, to Google + is ano no, for one, its likely your followers are present on more thanone of your social channels, so at least re-word it for their sakes!Also, people use different social media channels for differentreasons, so your tone of voice, although still consistent with yourcompany, has to adapt slightly in order to make the bestimpression possible. For example, Twitter is always short, sharpbursts of information, and can take a bit of humour. LinkedIn ismore professional, slightly more reserved, but by no meansboring! Google + has no word limits on their statuses, sosnippets from your latest blog post can work better than a one-liner. Learn what your audience react to best and work with that.
Media plan integration:(how to integrate traditional and social media)Having a good mix of media outlets is important,but here at UbD we mostly focus our effortsonline. Of course we do our press releases, but then thequickest, easiest and cheapest way to get these to themasses is to share them through our social media outlets.Social media has opened marketing up to businesses whopreviously lacked the budget to undertake such activitieson a scale large enough to make an impact. I am notknocking traditional media, it has its place and is suitablefor certain types of industry. However, I believe, in the fast-paced creative industry, social media and online marketingtake precedence.
Access for all:(how to control employee use of social networking whilst at the same time allowing them to use it as apromotional tool)The reality of this point is that you cant reallycontrol your employees use of social media,there have been several high profile Twitterscandals that can illustrate this. Trust is such ahuge issue here! In my opinion the best thing to do is keeppersonal profiles separate, but allow your colleagues theprerogative to share company news with their personalfollowers, if relevant.The way we handle this at United by Design is throughshared accounts. All team members have access to thehub accounts, and each account has guidelines as to howit should be used, hence our post-it wall (next slide). Thisway our followers get to know our personalities, withouthaving to sift through our personal messages.
Post-it wall illustrating our social media hubs and a codeof conduct for each.
Be active:This cannot be stressed enough! Butthere are far too many opinions on how activeto be, so this is something you will have toexperiment with, each social media channelrequires a different level of activity. But onceyou find your rhythm try your best to beconsistent, and be realistic! And probablymost importantly, dont annoy your followers!
Be interesting:Definitely something you should alwaysthinking about. Be interesting to yourcurrent followers, be interesting to potentialfollowers (leads), be interesting to yourcolleagues, basically, be interesting toeveryone! Dont post things that you dont findinteresting, because most of the time peoplecan tell. I am sure you are an interestingperson, so be yourself!
Be humble:In my opinion, yes, be humble, most of the time. It is ok to singyour own praises every now and again, as long as you do it in the rightway. But your social media channels are predominantly to shareinformation with your followers (see Be interesting), and your followersprobably already have a good idea how wonderful your company is,otherwise they wouldnt be following you! Its ok to praise others too,this is how you build networks and friendships, both personally andprofessionally.People interact with your social media because you give them something,be it your opinion on social media (in this case), or a picture of youroffice, or something that you have found elsewhere on the internet, thepoint being that there is an exchange of information in their favour.Telling everyone how great you are is only giving yourself a pat on theback. I dont know about you, but people who talk about nothing buthow great they are start to annoy me, and I tune out of theconversation, how your company behaves on social media is exactlythe same, talk about yourself too much and people will ignore you.
Be unprofessional:(don’t be afraid to make mistakes, try to be like others in the social media setting)I dont think unprofessional is thecorrect word here, lighthearted wouldbe more appropriate. Its ok to makemistakes, as long as you rectify them quicklyand effectively. More importantly, its ok tohave a bit of a laugh on social media, perhapsnot on more professional networks such asLinkedIn, but Facebook and Twitter candefinitely take some humour.
Be honest:If there is one thing you take away from this,then let this be it. No matter how clever you thinkyou are being, telling people what you think they wantto hear, at some point they will see right through you,and this could tarnish the reputation of the companyyou represent, as well as your own personalcredibility.Honesty is the best policy is a well known saying for areason. This is particularly important if you or yourcompany make a mistake; be honest, take ownershipand put it right.