Many companies started using social media simply because everybody else was, but how many are actually seeing results? And how many accounts haven’t been updated for months?
In a business to business environment, I think that life is simply too short (and time is too expensive) to be attempting to engage customers on every social media channel. Look at the options as part of your integrated communications strategy and decide which ones are appropriate for your target audiences. For example, your Facebook page may present a friendly face to your audience and focus on your customer service. You may use LinkedIn to demonstrate your expertise and Twitter to drive visitors to your website. There’s also Pinterest, Google + and YouTube, to name a few, but they are not all compulsory! You might just decide to concentrate your efforts on blogging. Using fewer platforms effectively is much better that trying to cover them all at once.
Social media is now part of a company’s PR mix, and a Facebook page or a blog that hasn’t been managed or updated for months could damage a company’s reputation more than not having one at all.
So when engaging in social media:
• Work out a communications strategy that will work for your business
• Set objectives for each media channel – they may not all be appropriate
• Set clear guidelines on who can post information on behalf of the company
• Establish how you will monitor and manage response
• Ensure you have a social media usage policy in place for employees
• Make content relevant and post it regularly
• Don’t neglect other communication channels – social media should integrate with your communications plan and be consistent with your brand values.
If you need someone to help you work out a social media strategy or write your blog content for you, then we can help.