One note on handling criticism – it provides companies with a unique oppty to solve a problem or address an issue *IN THE PUBLIC DIALOG*. I recommend using the same escalation process for any issues identified via social media that you likely have in place already with your customer support teams.
OMG! We have to do social media!
OMG!! <br />WE HAVE TO DO SOCIAL MEDIA!<br />jaimeeclements, social media strategist & online product manager, AAA<br />twitter: @UberShoeDiva<br />
common social media objectives <br />PR<br />Advocacy & Education<br />Relationship Building<br />Marketing<br />What can Social Media do for me?<br />Generating New Leads<br />make sure to assign attainable goals to each objective you choose<br />Creating Loyal fans<br />
7 Steps to Social Media Success<br />Get started – it’s pretty simple:<br />Listen. Everyday.<br />Identify your most influential brand advocates.<br />Engage them where they are, use their language & respect the community culture.<br />Work the feedback loop.<br />Make it interactive and provide viral incentives.<br />Prepare for the unexpected.<br />Always be willing to adapt.<br />
Before you start: Just listen.<br />Determine your objectiveand goals. <br />Selectively engage by fishing where the fish are. <br />so… what next?<br />Listen. Learn. Engage.<br />
resources:<br />rough guidelines on what to expect<br />Dedicated Resource<br />Frequent posts, Real-time responses, Full time community management<br />Part-time<br />Needs weekly community moderation, User submitted content or media needs to be reviewed before publishing<br />Passive<br />Needs no monitoring once tool is provided to users,Very structured user input, no content is created.<br />
best practices<br /><ul><li>Be human and transparent This is crucial for authenticity
Be unique and interesting (and not just to yourself). Add value.
Don’t try to control the conversationUnderstand that brands don’t control the conversation – consumers do.
Be thankful Recognize the people who are saying nice things about your brand and acknowledge those who don’t by engaging them in constructive dialog
Avoid being too “salesy” Listen to the community – they *are* the customer and they’re telling you what’s important to them