I drafted this for a client this morning and thought it had enough merit to publish it here. What steps would you add?
1. Start with a Strategy -
a. Have a plan and dedicate resources to execute that plan - and not just the marketing intern; the whole organization should play a part in some way. (It can be as easy as making sure everyone who has a Facebook profile, becomes a fan of the corporate page; or to making various department heads guest bloggers on the corporate blog.)
b. Make sure your digital strategy is integrated with your overall marketing strategy/corporate branding - or it will fail. This includes updating your print and web materials to link to your new social media profiles - and to do so prominently (front page of a brochure, upper right corner of your homepage.) This also means asking consumers to visit your social media profiles.
c. Have a long-term strategy as well, just because you create profiles across various social media platforms and have a big launch, doesn't mean you will gain and KEEP followers. Know what you are going to do to keep them engaged AND to get them to bring new followers to you.
d. Have a strategy for both encouraging current consumers to adopt your new profiles, as well as for gaining new consumers.
e. Have a plan for when things go wrong - Be prepared for things to take a left turn at some point and know what you will do; how you will handle that and who you will need to call in that event.
2. Don't Just Accept Social Media; Live It -
a. C-level execs must not just adopt or accept the idea of social media engagement, but embrace and commit to it. This means they need to do it.
b. Make sure your staff actually knows how to use the tools. Just because they are under 25 doesn't mean they have any idea of how to use the platform for business purposes. Hire a trainer if you need to, but don't launch without having a good mastery of how to use that platform for marketing purposes - or your outward facing profile will look very elementary and unorganized as you stumble your way through it.
c. Stay up-to-date on social media - read and read a lot. You'll know when new technology is developed, platforms are updated or release new features, and what other brands are having success with. Two great resources are Mashable.com; SmartBrief's Social Media edition.
3. Set Parameters for Success - and That Doesn't Necessarily Mean ROI -
a. Social media, like a face-to-face friendship can't be measured in dollars and numeric figures. Sometimes you'll put more in and get less out, and vice versa. Overall, you are creating a relationship - one that will make you top of mind to your followers and one that means the two-way loyalty you are establishing will sustain you through tough times.
b. Don't set expectations based on other brands' success. This sets up unrealistic goals that will fail, and thus ensure that the critics of your venture into social media were right.
c. With that said, you should make a practice of constant evaluation and measurement. This will identify trends and indicate when new strategies need to be implemented.
d. Making something go wildly 'viral' is more by chance and luck than strategy and tactics; and very rarely is it tied to a brand. For example, the recent Facebook status campaign where women post only the color of their bra with no other explanation in an effort to raise awareness for breast cancer was successful because of the mystery around it. It piqued interest among those who weren't 'in' on the secret. To date, the origin is still unknown, although the Susan G. Komen Foundation has said it was not them. There is no identified organization who started it and there is no 'sales' or 'brand' initiative behind it.
4. Do Your Homework & Know Your Audience -
a. Make sure you know in advance what your consumers think of you - not what you think they think; but what they really are thinking and saying. Bring in someone/an organization who knows how to take the temperature of online consumers - not just a research group, but one that specializes in online word-of-mouth.
b. Know your audience - if you have an audience who is not social media savvy or they prefer to frequent a certain platform over another, you need to know how and WHERE to reach them. Social media may not be it - better to learn that BEFORE you launch your initiative and it fails.
c. Don't make assumptions about your audience (they are CEOs, they don't have time to be on Twitter; they are over 50, they don't use social media) unless you have proven fact/research to back that up. In the age of social media, previous assumptions about demographic behaviors often need to be thrown out the window.
d. The attention span of the online audience is measured in seconds, not minutes; therefore, it must be as easy as possible for them to act or share. Make sure you give them the tools to do that.
5. Learn the Language -
a. Social media interaction is based on the same principles as any other marketing initiative, although it has its own 'language.' Learn it or risk rejection - or worse, negative backlash. (Think: English, French, Spanish - all based on Latin, but all vastly different in day-to-day speaking.)
6. Develop One Voice; A Human One -
a. Digital strategy can be executed by a team, but there needs to be a consistent voice. Work to develop that voice.
b. Remember that online consumers are VERY aware that there is a human running that Facebook or Twitter account - be sure to show that human side; youre not a nameless/faceless corporate brand anymore.
7. Social Media Doesn't Like 'Slick' Marketing Tools -
a. For example, a video shot from a person's Flipcam is probably going to be more successful than the $100K video produced by an agency.
8. It's Not All About You -
a. It's a two-way conversation - a commitment, like a friendship or professional relationship, that needs to be nurtured.
b. You have to provide VALUE to your followers - that often extends beyond the company products or opportunities. In other words, social media isn't about selling.
9. Take Action -
a. If your audience takes the time to interact on your page/s, be sure to not only acknowledge and thank them for it, but to act on their suggestions and feedback. Then, provide them with tangible evidence/results that change as been made.
b. Understand that while you may be using social media for promotional purposes, it is a customer service tool. Don't ignore this invaluable vehicle and be prepared to dedicate resources to responding to customer service issues immediately.
c. Response and opportunity have a very small window of opportunity - often 24-48 hours.
10. Listen To & Learn From Your Competitors - Their Successes & Failures -
a. In social media, you are all in it together, so don't trash your competition, congratulate them.
b. Know their strengths and your weaknesses - if a consumer needs something that you don't provide, but your competitor does - send them to your competitor. They will stay loyal to you for your honesty.
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