Social media is in the news a lot these days. It seems that everyone is “following” everyone else and the mindset is if you don’t Twitter, blog, and review products you must be living under a rock.
Well, a lot of businesses don’t have social media quite figured out. Our work with clients big and small has shown us there is no single prescriptive approach that works for all businesses or even all audiences. But the approaches that do work have something in common: they are rooted in a defined strategy with clear, measurable objectives.
Which brings us to the point: forays into social media should be based on a customer-centric strategy. We’ve found a few guidelines that work well to create social media strategy:
#1: Listen before you talk.
Understand what is already being said about your company. Implement a formal listening program to monitor blog posts, comments, Twitter feeds, and all the other myriad social media components where customer dialogue is happening. Listening can be accomplished in a low-fidelity way by simply searching on keywords related to your company on Google, seeing what comes up, and tracking it over time. Subscribe to RSS feeds for those where a lot of activity is happening so you can hear what is being said. A higher fidelity – and higher cost – listening program could use a service like Radian6. Whatever means you choose, start listening. And keep an open mind about it…be kind to your customers, no matter what.
If you are on Twitter, follow the real Shaq – he’s great (@THE_REAL_SHAQ).
Next up is #2: Know what you want.
Post by Kelley Mitchell