4. common social media objectives PR Advocacy & Education Relationship Building Marketing What can Social Media do for me? Generating New Leads make sure to assign attainable goals to each objective you choose Creating Loyal fans
5. 7 Steps to Social Media Success Get started – it’s pretty simple: Listen. Everyday. Identify your most influential brand advocates. Engage them where they are, use their language & respect the community culture. Work the feedback loop. Make it interactive and provide viral incentives. Prepare for the unexpected. Always be willing to adapt.
6. Before you start: Just listen. Determine your objectiveand goals. Selectively engage by fishing where the fish are. so… what next? Listen. Learn. Engage.
7. resources: rough guidelines on what to expect Dedicated Resource Frequent posts, Real-time responses, Full time community management Part-time Needs weekly community moderation, User submitted content or media needs to be reviewed before publishing Passive Needs no monitoring once tool is provided to users,Very structured user input, no content is created.
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9. Be unique and interesting (and not just to yourself). Add value.
10. Don’t try to control the conversationUnderstand that brands don’t control the conversation – consumers do.
11. 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
12. Avoid being too “salesy” Listen to the community – they *are* the customer and they’re telling you what’s important to them
14. The value of social media is best measured by the frequency or depth of engagement with consumers, rather than by impressions delivery or by conventional direct responses, such as clicks.1
15. Don’t forget that social media is public mediaUnderstand and abide by employee social media policies. that brands don’t control the conversation – consumers do.
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17. listen & take action on what your customers are already saying they want from you.
19. meet with Legal & HR early and often.okay, now you can go away but remember these key points…
Editor's Notes
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.
