creating a social media strategy
TRANSCRIPT
Social Media Strategy Social Media Strategy
Patrick GibbonsPatrick Gibbons
What’s your purpose?What’s your purpose?
I want to manage my online reputation
I want to interact with clients, customers
I want customer, product feedback
I want to be better known in my market
I want to sell more products and services
I want to be seen as innovative
Everyone else is doing it
All of the above
FallaciesFallacies
Social media is cheaper and easier than traditional media relations and advertising strategies
Social media is more effective than traditional communication channels
People are talking about your business in social media spaces, whether or not you are engaging them
People and businesses not fully engaged in social media are missing great opportunities
RealitiesRealities
Social media technology allows you to quickly and inexpensively share information and interact with others in a global marketplace
Social media technology also provides you with an unparalleled opportunity to embarrass yourself in front of a very large audience
Engaging in social media requires a thoughtful strategy backed up by sound processes and practices
Getting started is easy… maybe too easy
ConsiderationsConsiderations
Social Media = Conversations, relationshipsSocial Media = Conversations, relationships
With whom do you want to converse?
What do you have to share that is valuable to them?
How many conversations, relations can you afford?
How will you manage your conversations?
How honest are you willing to be?
How willing are you to change, act on suggestions?
Getting StartedGetting Started
Crawl…
Walk…
Run…
CrawlCrawl
Join, monitor relevant groups
Watch, listen and learn
Each group has its own culture, conventions
Look for examples to follow
Walk Walk
Develop a strategy, establish goals
Establish policies, practices
Selectively engage in the conversation
Be thoughtful – online missteps are global
RunRun
Implement your strategy
Be a source and a resource
Start your own community, blog or group
Connect followers with like-minded others
PerspectivePerspective
Social media can be an important component of your business strategy
Valuable resources for: Monitoring, listening, learning Sharing perspective Interacting with users/customers/clients
Can be a time/resource “vampire”
Choose those that work for your business
Interact with professionalism, authenticity
Selected ResourcesSelected Resources
Chris Brogan. Social Media 101: Tactics and Tips to Develop Your Business Online.
Brian Solis & Deirdre Breakenridge. Putting the Public Back in Public Relations.
Robert Scoble & Shel Israel. Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers
