Has your Social Media Strategy been vetted?

Social media needs a business focus. With social media network Facebook out-pacing Google statistically in March, the need for solid social media strategy development couldn’t be more in demand. Optimising your business for social media is not just about addressing the technology you have. You have to look at the cultural shift that is happening. Businesses need to understand that collectively and globally priorities are very different than they were ten or even five years ago. You need to think of social media as not only a communications channel. If you think of social media as the most disruptive resource since the Internet and the Web, one that could change the way you touch and interact with your customers, one that could change the way you market your product and services more directly, more effectively - then you will begin to see the possibilities you're playing with. Most businesses start their social media strategy as more of a test. They try the toe-in-the-water, stop-gap approach. They try a one off blog, Twitter account or Facebook page that isn’t integrated into anything and most people - even those within the company - might not even be aware of it. This isn’t a bad way to start, there’s a lot of learning that happens in this phase but it doesn’t qualify as a strategy, and more often than not yields poor results. The real problem is that the supposed “organisational alignment” with the overall communications strategy just isn’t supporting the business strategy to begin with. And because they are not aligned they are not achieving efficiency. This problem isn’t unique to social media. It plagues all communications groups; advertising, marketing, PR etc. So, what should brands and companies trying to adapt to new media and align their businesses to social media do? 1. Take a careful look at your actual objectives No - that’s not just a list of goals or tactics but a clear focus on what one wants to achieve. Be it brand awareness or lead generation, even customer referral. But most importantly - how does what you do in social media link to the business objectives and deliver results to the business and customer (yes them too!) 2. Unpack what initiative you should and could actually leverage with social media Be realistic... does anyone care that you are trying to get more people to open a bank account, change tyres or wear a pink ribbon. Well hell no .. not if it’s not relevant. Relevance is what social media is about. Would you potentially care about being the “African Quiz champion” to a general knowledge quiz on Facebook. Well probably not unless you were a loyal supporter of Zain Africa, a telecoms operator in Africa, who sponsors a TV quiz that has a solid following. Leveraging this initiative has seen the brand build a Facebook community of over 40 000 loyal users in just 2 short months and increase its digital presence cost effectively. 3. Look at the value chain within your company What’s your point of sale, packaging or the website got to do with social media? Plenty! They are all touch points to interact and pull your consumer into a centrally “housed” community. The value of having a direct communication channel (community) is double the value of all the marketing campaigns and ad spend you have done to date. Have your Social Media Strategy Vetted! These insights are part and parcel of Popimedia Innovations' expertise amassed from hundeds of Social Media campaigns across many industries including Banking, Insurance, FMCG, Motor, Mobile, Airline and more. If this thinking appeals, then contact us to assist in developing your strategy. Social media strategy development is offered as a once of cost service to clients that will lay the foundation for future marketing and social media initiatives.