Posts tagged: Strategy

When Twitter is counter-productive

Twitter - to use or not to use?There are tons of folks out there who shout from the rooftops that anyone who’s anyone must have a twitter account. They counsel every business, government entity, and individual to get off their tails and start tweeting. Good advice? I think not. Just like anything else, if you’re not going to do it well, it might be best to stay away. Here’s what’s involved in tweeting well:

  • Time. Yours, your staff’s, someone’s. If you don’t have the time to devote to it or the funds to pay someone else to, you don’t have a chance of succeeding in it. Sure, there are books that promise you can do it in 10 minutes a day. But that doesn’t mean you’ll do it well in 1o minutes a day. Tweeting well mean establishing relationships and sharing valuable content – and both of those things require time.
  • Authenticity. Honesty. Integrity. Personality. If you aren’t willing to share yours online, step away from the keyboard. Sure, you could post an endless string of links to someone else’s content. That requires no authenticity or personality. But do you know what image it gives you? That of a person (or business) with no personality. No authenticity. And in the world of ‘life-casting’ and micro-blogging, your followers want to see a human being with character.
  • Value. There’s plenty of ‘noise’ out there already coming from people who think they must have a Twitter account or they’ll just wither up. Do you really want to be just another twitterer creating noise?

A Twitter account used well can establish you as an authority, help you connect with people – staff, clients, colleagues, or constituents, and help you drive traffic to sites with greater content. When used poorly they can establish you as a dolt. So what’s it gonna be? When in doubt, listen (or read), and decide if you’re willing to invest and weigh in.

How to Hire a Social Media Rock Star – Part 1

So, your organization is ready to hire someone to manage social media. But how do you make sure your choice to fill the vacancy is the right one? The first thing to do – even before you start looking – is to define your strategy.

What will you do with your social media accounts and how do they fit into your overall business strategy?

Advertise/Market: Gain a following, advertise products and services, advertise company, increase market share.

This involves generating content with a high interest level and engagement. Harnessing word of mouth is your best bet, which means you’ll need an intensive engagement strategy to build a groundswell. Ford’s CMO, James Farley, says “You can’t just say it. You have to get the people to say it to each other.” That’s what social media is all about.

Customer Service touchpoint: Gauge the barometer of what people are saying about you, monitor and respond to your customers and users.

Search tools can help you monitor what people are saying about your company and products. Responding immediately gives your customers the instant gratification we all love. Besides, studies show that a complaint handled well is likely to bring repeat business. Use social media to connect with users, especially after a bad experience or to help them troubleshoot, and you’re likely to see some major returns.

Operational functionality: Using social media can help people connect across your business – employees, customers – vertically and horizontally.

Staff training combined with an innovative integration of technology can streamline business processes. Resolving issues before they become problems, facilitating communication, and collecting data are all ways to use social media to improve operational functionality.

Once you have your goals in mind, you’ll want to build your strategy around 3 basic factors:

  1. Be authentic to build trust.
  2. Be social to build relationships.
  3. Be useful to build value.

Stay tuned for part 2 tomorrow.

Credit: Ross Dawson Blog

Tweets by EngageThem