Diving Into Social Media and Developing a Strategy

Cynthia Cavoto is the President of Marketing That Works For You in Stratford, CT.

Social media is here to stay AND it has huge merits for promoting a business. These include:
• Reaching people immediately – targeted audiences, no less!
• Engaging in discussions and building relationships with existing and potential customers
• Learning of potential business growth areas.

Great, what next? Do you start a FaceBook page, Twitter, blogging, LinkedIn? That depends largely upon your marketing goals. As with traditional promotions, having a strategic approach is better than randomly dabbling in these venues. This facilitates the best use of time and budget.

First, start thinking about messaging. Take comfort in knowing you cannot – and do not need to - be everywhere. Here are basic guidelines for using some of the proven (and FREE!) channels:

• Blogging – comment on blogs in your industry plus start your own, to help you become known as an expert. Share information by giving useful tips. There may already be influential bloggers who discuss your products, services or important industry issues. 
• Facebook – start your own company page and join relevant groups. You can chat with customers, ask people to join your community, and publicize events and promotions. Facebook is great for generating buzz and more traffic to physical places of business.  
• Twitter – get and share news (both the fun and serious varieties) immediately. Learn interesting things about how customers perceive products and competitors, and share information that conveys your core values. Twitter generates immediate response to promotions or questions.
• LinkedIn – connect with individuals on a professional level and learn about competitors. Create a network of colleagues and contacts, and get involved in business-relevant discussions. LinkedIn is ideal for service providers who want others to learn from their expertise. 

Virtually all businesses have websites. Social media sites make a great extension of these and will bring more traffic to the website. Make sure all channels are linked to each other – and tie-in e-newsletters too, Cross-pollination of content is wise. Eventually, you may find the flexibility of a blog or Facebook better serves your needs as the center of your online presence.

How to Communicate in Social Media
1. Plan messaging – interweave serious information with basic human socialization (remember, the medium is called “Social Media” not “Share Facts Only Media”). Align with your overall corporate strategy and sales goals. Keep messages helpful, not mundane, professional, and engaging.
2. Engage and build relationships – Share information, ask questions, and stay involved.
3. Be consistent – Determine frequency, keep on schedule with your over-arching messaging and  address hot topics that arise.
4. Measure and modify – Regularly (but not obsessively) review the number of hits, visitors, fans and followers. Review when spikes occur, i.e., in response to particular promotions and modify plans based on efficacy. 

Give it a try! You’ll be pleasantly surprised at the doors social media opens up for you.

If you would like professional help with social media, contact Cynthia Cavoto at Marketing That Works for You for a free consultation.

By Ilene Moyher, Marketing Specialist, August 2010.