Chris Brogan wrote a great article on Social Media, “After the Kumbaya” questioning business owners, markets, tweeters, etc… on what their real plan is and how they are measuring results as it relates to SM. I couldn’t agree more but the problem is, most companies have a difficult enough time defining target market segments let alone defining, designing and most important MEASURING their marketing plan. It is kind of like joining an association or business group but not being active, just because you are a member doesn’t mean people know you exist.
Many “experienced” SME’s believe that this is OLD news and that there are bigger things to take on, which may be the case with large companies but I still see Facebook company pages with no interaction with their fans or minimal activity at all and blogs that post once or twice a month, the list goes on and on. What are you trying to accomplish through SM?
- Increase brand recognition
- Define your brand
- Introduce new changes
- Reach a niche market
- Launch a new product
- Find and recruit talent
- Have a presence just because your competitors do???? Ok this one doesn’t work
Some companies do an incredible job, Anvil Knitwear for instance has a great Facebook page and it is apparent that they are trying to showcase their sustainability/green efforts and work with US farmers. They also have a lot of posts targeting communities and college/university age students. Pictures galore and activity on a regular basis.
What are they measuring? I am not sure? How are the measuring? I didn’t ask… yes that is step 2, we have to measure how well things are working!
Just like the days of newspaper ads, coupons/coupon codes and referrals we need to know where our customers heard about us. Having someone dedicated to SM is costing you money, even if it is you so you have to be consistent and track the dollars spent, even if it is payroll dollars. There are companies you can hire or software you can use that will track these things for you. I have not researched enough in this area to make recommendations, but I am sure they are available.
In the field of recruiting and employment branding, you cannot use your twitter or FB page just to talk about the jobs you are recruiting for… BORING! You will only be reaching a small group (those connected with you). You have to be engaging, exciting, interesting, add value and be inviting. WOW, yes, you have to be all of those things and consistently.
In B2C environments the demand is the same as above or you just another mouth shouting out, buy from me because I am no twitter… It doesn’t work! Start my mimicking your advertising plan, even if it is one you used a year ago. This way you aren’t trying to do too much at once, and you will also see vast improvement on your new tactics which will motivate you for future marketing efforts.
B2B is still similar and in each environment let me add something more, you need to be the expert and you need to add VALUE… yes big boring overused word that is never really defined. What is value as an expert? Well it varies from market to market, but you need to provide something to your followers, customers, prospects that they would have to research to find on their own. It should be something of relevance to your audience and you should be solving a problem or at least acting as a resource.
In summary, SM is no quick fix! Chris Brogan said it best, “You Can’t Eat A Hug”