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Users Are In The Drivers SeatBe Careful What You Wish For!
How To Do Social Media Right Implementation Strategies: Four Principles
First PrincipleSocial media marketing is not free advertising. Its auser-driven communication medium.• Dont hard-sell products/services• Have a commerce website or location for that• Consider buying an ad if you want to advertise
Second PrincipleA social media campaign should be an addition to - nota replacement for - a traditional marketing strategy.Clients should already be:• Networking• Communicating• Establishing competency Offline
Third PrincipleSocial media campaigns require active participation • Do nothing and get nothing • Respond to others and theyll respond to you
Fourth PrincipleSocial media campaigns take time and patience.Long-term process.• Communication/marketing/community - not advertising• Have other strategies in place, too
Increasing Your Clients Chances For Social Media Success
Research!Still need to know:• Who are the customers or clients?• What type of business?• What type of client (age, occupation, income, etc.)Different populations use the internet differently.
Client Research Will Help Establish: • Which tools to use for which group • How those tools should work together Then theyll know:
The Social Media Marketing Mix Will depend on business. For example: • Consultant (substantive): A blog, social network presence, b2b networks, a podcast• Restaurant (real-time updates): Twitter or Foursquare• Artist (online display space): MySpace or podcast for musicians, Flickr for visual artists.
An Effective Outreach StrategyModes of Communication• Email link to blog post• Facebook and/or Twitter signup on static website• Reference to web presence on printed materials
Business Must Communicate With and Respect Online Communities
Communicate• Be a good guest• Respect communitys right to privacy• Ask questions, give answers• Represent yourself honestly
Respect the Rules of Engagement• Introduce yourself when linking or "friending"• Dont send excessive emails to an online group or Facebook page• Dont follow total strangers on Twitter (stalking)
Some Ideas And Suggestions for SCORE Counselors
Use The Tools Yourself• Learn by doing• Lead by example• Know what youre talking about Will also enhance SCOREs reputation and increase itsvisibility to millions of potential new clients
Negative Feedback Concerns Are LegitimateBusiness reputation is important. Balance. • Okay to set the terms of engagement • People can be vicious and destructive online • Dont censor, but dont allow flaming, either
Privacy Concerns Are Legitimate• Balance accessibility with privacy• Some tools more private than others (Facebook pages vs. a social network).
Time Concerns Are LegitimateSmall businesses have to juggle multiple time commitments• Several posts, tweets, etc., a day are not feasible for many• Posts can be short: a picture, a quote, an observation• Posts can link to other posts Too many posts can be as bad as too few