Many businesses are starting to put social media at the heart of their marketing. Pete Wilson, Sage's Digital Strategy Manager, talks about how to develop relationships through effective use of social media.
The resource (people) is available to sustain any Social Media activity</li></li></ul><li>4<br />Social media Tip 1<br />Social Media Tip 1: Understand the activity on your own site before you do anything else.<br />Define where you are and then you will then be able to benchmark the impact of any Social Media activity.<br />
5<br />It’s marketing but not as we know it<br />The mindset for Social Media is different to traditional marketing:<br /><ul><li> Most media is about volume. Social Media is about quality conversations.
Traditional media is usually about ‘dip in/dip out’ campaigns. Social media is an ongoing commitment
You will set user expectations once you start;
You will respond in real time</li></li></ul><li>6<br />Social media Tip 2<br />Social Media Tip 2: No one uses all offline media channels. Don’t feel you need to use every Social Media channel either. Be selective.<br />Choose the channel that already features conversations about your company.<br />
8<br />Social media Tip 3<br />Social Media Tip 3: Are you using these channels personally? If you aren’t familiar with them now is the time. <br />Set up a Facebook profile, a Twitter feed or a LinkedIn profile. Get comfortable with this stuff yourself.<br />Then set up the official channels for your business.<br />
9<br />Risks?<br />You lose control the moment your press ‘Submit’<br /><ul><li> Accept this is a different world with different rules. It’s not a place for press releases.
It’s sensible to disengage from conversations that are ‘aggressive’
If you have to ask someone to check your post you can be sure you shouldn’t post
Accept you will not get this right all the time </li></li></ul><li>10<br />Social media Tip 4<br />Social Media Tip 4: Set up a series of basic guidelines for your people. What can they say, where, when and how?<br />Empower your people to be able to react quickly without layers of ‘approval’<br />
12<br />Social media Tip 5<br />Social Media Tip 5: As your level of engagement increases so will the level of resource required. At the highest levels it needs the support of the entire business.<br />Define your level of engagement according to your ability to support it.<br />
16<br />Social media Tip 6<br />Social Media Tip 6: Are you adding value?.<br />Are you helping answer users queries or problems, pointing them to the right solution or providing insights they can use?<br />If not you are not having a conversation – you are advertising<br />