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 It's almost impossible to ignore the buzz associated with social media in today’s market. There's no doubt that it is emerging as an incredibly valuable channel for any savvy marketer. However, social media does require a bit of a shift in the mindset of the online marketer. Here are the 5 steps I recommend to help you get started on a social strategy.
1. Listen
The social media space is different from traditional marketing channels. Tools like Facebook, Twitter and LinkedIn are more about creating conversations and fostering collaboration. As William James said, “The deepest principle in human nature is the craving to be appreciated.” Taking the time to actually listen to your customers and show that you appreciate their opinion makes them more likely to listen to you. If you do nothing else, listen to what your customers are saying and try to understand their problems.
2. Focus
Traditional logic tells us that the more you put yourself out there, the better your chances are of being found. In the social media space, where it's all about truly engaging with your customers and having conversations, this strategy doesn’t work. Unused blogs, empty fan pages, rarely updated twitter accounts, and similar channels actually dilute your presence in this space. Many social media success stories in the small business space have chosen one specific online medium where they are flourishing. Understand how much time you have to devote to your campaign, and don’t overextend yourself.
3. Be Transparent
This is one of the most challenging aspects of an engaging and valuable social media presence. Transparency builds trust, allowing you to better understand and engage with your customers. A recent article about Kiva called out the success which they had as a result of their transparent business practices. It also pointed out that their transparency has lead to some headaches, because their users lashed out at the changing business model. In a market where you need to stand out from the crowd, being the trusted and transparent brand is a pretty significant differentiator.
4. Personalize
Now that you have a group of people who trust you and are willing to listen, speak to them directly. Remember that you are dealing with specific people, not prospects or leads. As Seth Godin points out, some people are better than others, at least from a marketer’s perspective. Find the customers who are most important to you, and cater your messaging and offerings to them.
5. Set Specific Goals
Finally, as with any other campaign, the most important thing you can do is to understand what you are trying to accomplish. A recent study shows that 84% of people do not measure social ROI, with more than 40% of respondents unsure if they could track it. If you are one of those many businesses unsure about how to track ROI, the best plan is to start with clear goals that directly tie into one of your business objectives. Don’t get caught up in the trap of measuring for the sake of measuring. Figure out which metrics tie in to measurable gains in your sales or marketing process, and focus on improving those areas.
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About the Author
David Bennett is a product manager at Lyris. He is responsible for identifying customer needs and providing direction to help meet those needs. His team is responsible for the core platform on which Lyris HQ is built.
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