A guide for businesses who want to build a social media strategy instead of random hits and misses.

1. Spike On: SOCIAL MEDIA
Build your
online entourage.
an
Social Media has developed from
jor force,
obscure online curiosity to a ma
culture
both on the Internet and within our
sses to re-
as a whole, forcing many busine
with their
think the way they communicate
-way
audiences. The transition from one
sation
communication to two-way conver
nce
can seem difficult, and the differe
between pushing out com munication and
want to
pulling in those with whom you
h the
connect may be confusing. But wit
do it
right guide, you can successfully
in style.
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com

2. A get-started guide
to SOCIAL MEDIA
Keep these tips in mind when developing your social media strategy:
$ @
Set Goals #
Write down specific goals and business objectives you want to
accomplish with your social media campaign. This will help you
identify how social media fits into your overall business strategy
and what success will look like. Goals will also keep you focused
and make social media a productive tool instead of something
you just do, “because everybody’s doing it.”
P L E
S A M
Know Your Audience
Does your audience even use social media? If so, how do they G 0 A L S
use it, why do they like it, and how can you add more to what
they get from it? You want to be a pleasant guest that joins them
at the party, not the lame crasher that gets kicked out. Do some
research with your personal social media accounts. Learn what 1. Reach more people
people are talking about and how your company can join the
conversation in a relevant and meaningful fashion.
2. Keep audience
Create a Flow better informed
Decide the ideal online traffic flow and where you want your
audience to go. For example, will your Facebook page stand
alone, or will you offer channels to your website, a blog, a 3. Provide sampling
microsite, your store or somewhere else? Imagine how each
social media channel gets your audience closer to doing opportunities
business with you.
4. Improve service and
satisfaction ratings
Set Guidelines,
Then Let Go 5. Have people pass content
You need to overcome your need to control your message,
which is tough because it goes against one of marketing’s prime
directives. You can create an online voice for your brand by
along to friends
establishing a tone, a style and focus, but ultimately your brand is
what people think and say about you, and you can’t control that.
But you can direct it. Design your message to be compelling;
give people good stuff to talk about; then let them help shape
your message.
6.
righteous mom
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com

3. Choose Your Focus Don’t Over-Share
Facebook, Twitter and YouTube are common sites to start with, Be careful not to flood your audience with so much information
but there are hundreds of social media areas to explore. Where that they completely turn off the tap. A healthy balance of
is your audience, and how does each social media site help freshness and frequency will keep your audience pleased.
you engage them differently? Don’t let huge segments of your It’s also important to make sure your posts are appropriate.
audience fall through the cracks, and at the same time, don’t Discussing lunch plans and the latest exploits of the family
spread yourself so thinly that the quality of your efforts suffers. dog make fantastic water cooler conversation, but they may
For example, if you engage in business-to-business marketing, not always be good for your company’s social media. Have fun
you might want to tap into social media streams like LinkedIn and and be conversational, but make sure you draw a line between
Twitter, and pass on Facebook and YouTube. personal and professional relevance.
Measure
Engage Monitor your progress by keeping track of developments. How
Social media is a conversation, not a soapbox. You are free many unique conversations are you having? How many friends
to promote your business and all the great things you offer, and followers do you have – are you valuing quality over
but you must also listen and have a dialog with your audience. quantity or just casting a wide net? Is social media referring
Answer questions and ask some of your own. Address customer visitors to your website? Decide for yourself what is important,
concerns and ideas. Respond to posts and comments. and remember that small changes add up to major shifts
Engaging with your audience adds credibility to your efforts and over time.
your company at large.
Find Your Voice
How would your company talk if it were a real person? Think
about tone, style and even vocabulary when you speak with your
audience. It’s easier to have a conversation when you all speak
the same language.
Be Relevant
Add value to your efforts by giving your audience things they can
use. You can offer useful information, advice, updates, coupons,
promotions, a sense of community and more. Don’t simply
broadcast your message like a free advertisement. You wouldn’t
connect with someone who did that; why should your audience? “ It is easier
to have a conversation
Stay Fresh and Clean
Would you hire somebody who didn’t wear clothes and barely when you all speak
talked? It depends on your business, but generally not. A vacant
social media site looks bad. Fill out your profile description,
upload profile pictures, customize your backgrounds, and set
a schedule to keep your postings and content up-to-date. Your
the same language . “
audience won’t take your social media presence seriously unless
you do as well.
Want to know more?
advertising.com),
Contact Pat Sears (pat@spike
tising.com)
Julia Andrews (julia@ spikeadver
or Ken Millman (ken@ spik eadvertising.com)
at 802.951.1700.
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com