By now, I think we all agree that social media is a key platform for advertising and communication. We understand that it plays a critical role in how people research, discover and share information about products and brands, but many brands are still just jumping in and wading through social media without a clear or defined strategy for engagement. With so many new social platforms popping up every day, it is increasingly more important to focus on strengthening your brand’s social relevance and activating influencers.
Here are a few factors to consider:
1. Social platforms are not just media vehicles; they are also valuable sources of consumer data and can be used to gain insight into consumer’s behaviors and cultural context.
2. Develop integrated, shareable strategies that empower consumers and promote a dialogue between the brand and consumers.
3. Layer your strategy with a “Big Idea” that ties back to the brand’s overall strategic marketing objectives. Avoid one-off and shotgun tactics. Make sure your idea answers a real consumer need, desire or provides a solution.
4. Manage the brand’s reputation; remember social is all about transparency. Consumers want to see the brands they support “do good.” In negative situations, brands must be strategic with their responses and methods of engagement.
5. Optimize search, know where and how you appear. Stay on top of new platforms and make sure your content is relevant to the space.
6. Leverage social to drive sales; there may not be a direct correlation, but affinity is a sales driver. Also leverage consumer data and insights from social media to develop more meaningful offerings and benefits.
7. Be a publisher – create valuable content that tells a story. Develop an authentic social voice that is separate from your brand’s corporate tone and voice. Utilize visual storytelling.
8. Last but not least, influence. Create niche strategies for passionate influencers and understand their needs, provide utility and shareable content. Motivate consumers beyond just liking your brand by providing incentives for them to sell to other consumers. Again, engaging influencers is a two-way street – brands must give to them as well as learn from them.
By Leona Frett, Director of Strategic Planning, GlobalHue
Photo Credit: http://www.flickr.com/photos/intersectionconsulting/5332653015