Quick, let’s do social media!

I don’t know about the rest of you, but in the past, I’ve been in situations where our small, but might I say very mighty marketing department several times has been asked to “do Facebook”, “get on LinkedIn” or “Tweet something”. Someone reads an article like this and gets all nervous and anxious about some single aspect of social media and wants to jump on it. However, when I take a step back and tell them that before we can Tweet anything we need a strategy, they get frustrated and decides it’s not worth the time.

As marketers, we all know the importance of planning before we implement. In a world of “Ready! Fire! Aim!” it can be difficult to remind people that it’s much better (and safer!) to follow the good old process of “Ready? Aim! Fire!”

I read a great MarketingProfs article today that spoke to the importance of preparing before diving into the world of social media. Some of the key points that I took away from the article are…

  • It’s imparative to know your business goals and what personality you want to convey before you embark down the social media path.
  • Understand where social media fits into your sales cycle and what purpose it has in the sales process before starting with social media.
  • Where will your social media communications drive people? What will be your overall call to action?
  • Know who you want to talk to once you start communicating through social media, otherwise you risk trying to talk to everyone and actually talking to no one.
  • How will you handle responses and requests you receive? Remember that you’re not just talking TO people with social media. You’re opening up two-way communication and must be prepared to respond to people who respond to you!

2 thoughts on “Quick, let’s do social media!

  1. It seems that many organizations today want to jump on the social media bandwagon. What many fail to take into account is that jumping on doesn’t mean simply opening an account and making an occassional pst or tweet, they have to keep these pages updated daily, if not more frequently for certain types of organizations. In my opinion no site at all is better than one that is out of date.


    1. Social is the “it” place to be nowadays. Many companies are jumping to claim their real estate in the social realm and they understand that it can be an affective way to market their business and/or product at seemingly low costs (in comparison to the traditional print add or TV commercial). However, those that are using their social properties to the best of their abilities know that it does not come without a well established strategy and a price tag.

      Take a look at Southwest Airlines, Best Buy, Starbucks and Virgin America. Each of these companies have a significant social presence and many would say that they are setting the bar. But what few know is that these companies also have a dedicated team monitoring and maintaining the brand’s social property.

      Being prepared to actively manage the space is imperative. Designating resources to assist in the daily facilitation is a necessity.


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