Previously, I highlighted how I used social media. After reading recent posts by Dave Fleet and Social Media Explorer regarding the social media marketing ecosystem and measurement respectively, I wanted to expand upon my thoughts about how to take social marketing to the next level.
One challenge for many marketers isn’t how to get started, rather it’s how to delegate your time to make the most out of your social marketing. This series of posts will look at putting a social marketing strategy together. And where relevant, I’ll add my thoughts in terms of how PR can leverage this information for their strategies as well.
While many may start strong with social media, these efforts may slowly stop without fully evaluating if you’re ready to embark on a social marketing strategy. Here are six questions to ask yourself before starting:
1. Are your executives supporting you? While social marketing is being adopted by corporations, the question is whether your executives understand the value of social marketing to the business. Since results may not be immediate, you’ll want one executive sponsor who can advocate for the program and highlight the long-term benefits.
2. What are your objectives? The tendency is to start setting up pages and accounts before fully understanding what your objectives are. Take a step back and outline what your goals are before setting up accounts.
3. Where is your audience? Along with your objectives, evaluate where your audience congregates. Jeremiah Owyang of Web Strategist Blog calls this “fish where the fish are.”
4. Do you have something to say? Getting started is easy. Maintaining the momentum is difficult. Do you and your company have something to say, consistently? If not, then maybe starting a blog isn’t the best venue for you but maybe slideshare.net where you can post occasional presentations and white papers.
5. How much time do you have to dedicate to this? According to Exhibitor Media Group, 30% of marketing professionals spend 6+ hours on social marketing a week, with 10% spending 21+ hours. Do you have the time to monitor, create content and track metrics for your programs?
6. Who’s doing the work? Ok, you’ve identified someone who has the time, but who is that person? Social marketing is an extension of your corporate brand. You need to have the right individuals in place to evangelize and steward your brand.
By answering the above six questions, you can develop the right approach that fits your company and time. What other questions should one ask before pursuing a social marketing program?
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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