I recently wrote a post on how social media has shifted the power from producers to consumers. As such, social media must be incorporated into a brands overall strategy.
According to the survey by the staffing group, even though a brand might have defined the social media strategy, it is till still a point of contention on who within in the organization should manage the social media.
As a CMO, though who manages the social media is a conundrum in itself, to create best practices for social media is a must, as they are applicable regardless of the fact.
Now, if I were to develop the “best practices” for social media for a brand, I would take the reverse brainstorming approach i.e, if I can clearly identify the “don’ts”, the dos will automatically fall into place.
Here we go then!
2. Content: Groundswell tool and COBRA Typology will provide insights into the Demographics and Psychographics of the segments.
Example: In my recent research for a company, their target segment is comprised of 35-44 males & females in the US.
Using the Groundswell tool, I can see that the segments behavioral traits are primarily spectators (76%) i.e they consume content via social media– hence my strategy is to reach out via compelling content.
3. Analytics: Use social media analysis tools to measure the reach and engagement rates of your target segments.
My favorites: Topsy, Factbrowser, sharedcount, socialmention, keyhole
4. Feedback: Listen to your consumers - (Yes, employees are part of the consumer base as they are might be prosumers).
5. Adapt: Using analytics and feedback adapt your strategy to stay relevant in market and with consumers.
6. Be Original: Imitation will eliminate the “differentiator” factor that attracted the consumers to the brand in the first place.
This cheat sheet by Chris Jadatz of Sum All, is a great resource for understanding the social media landscape and consumers engagement on them.
There is and never will be a “one size fits all” approach to all social media platforms, hence, it’s pertinent for brands to continuously stay abreast of the channels and messages.
According to the survey by the staffing group, even though a brand might have defined the social media strategy, it is till still a point of contention on who within in the organization should manage the social media.
As a CMO, though who manages the social media is a conundrum in itself, to create best practices for social media is a must, as they are applicable regardless of the fact.
Now, if I were to develop the “best practices” for social media for a brand, I would take the reverse brainstorming approach i.e, if I can clearly identify the “don’ts”, the dos will automatically fall into place.
Here we go then!
- Don’t start without knowing your target segments.
- Don’t create message/content which will alienate the consumers from the brand.
- Don’t ignore the statistical data about your consumers.
- Don’t ignore the feedback from your consumers.
- Don’t continue to use the same tactics if they are not effective.
- Don’t try to be an imitator.
- Segments: The need the product/service is addressing, dictates the segments it's targeting.
2. Content: Groundswell tool and COBRA Typology will provide insights into the Demographics and Psychographics of the segments.
Example: In my recent research for a company, their target segment is comprised of 35-44 males & females in the US.
Using the Groundswell tool, I can see that the segments behavioral traits are primarily spectators (76%) i.e they consume content via social media– hence my strategy is to reach out via compelling content.
3. Analytics: Use social media analysis tools to measure the reach and engagement rates of your target segments.
My favorites: Topsy, Factbrowser, sharedcount, socialmention, keyhole
4. Feedback: Listen to your consumers - (Yes, employees are part of the consumer base as they are might be prosumers).
5. Adapt: Using analytics and feedback adapt your strategy to stay relevant in market and with consumers.
6. Be Original: Imitation will eliminate the “differentiator” factor that attracted the consumers to the brand in the first place.
This cheat sheet by Chris Jadatz of Sum All, is a great resource for understanding the social media landscape and consumers engagement on them.
There is and never will be a “one size fits all” approach to all social media platforms, hence, it’s pertinent for brands to continuously stay abreast of the channels and messages.
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