In a recent report by Jeremiah Owyang of The Altimeter Group, The 8 Success Criteria for Facebook Marketing, the group highlighted the need to set community expectations as a key component for success in Facebook marketing. I think this is not just for Facebook but something to consider as part of your social media strategy. Furthermore, this extends beyond your external audience but also should be shared with employees and supported by your executives.
Here are key elements to consider to set the proper expectations:
1. Engagement: Be clear on how often you plan to engage via your social media outlets , as well as the guidelines for participation and behavior. In addition to incorporating the policy into your social media strategy, consider placing this on your corporate website to ensure consistency and refer back to it when appropriate.
2. Transparency: While people will engage with a brand, I strongly believe that putting a name and face to the company strengthens the connection with audiences and humanizes the company as a result. Incorporate a page that provides at least a bio and photo of contributors.
3. Purpose: Provide a clear sense of why you’re engaging people with social media. Is this to get feedback from consumers, to sell something or for customer support? Not only will this minimize confusion with external audiences, but also help internal employees understand what they can reveal publicly.
4. Consistency: Once you set the expectations deliver on this consistently.
Are there other factors I missed? Let me know in the comments, and I’ve also embedded the full version of the Facebook Marketing Report below for your reference.
Social Media Marketing 101
Leave a comment
Additional comments powered byBackType
Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. 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.
- domain on Response to Comments regarding "Would YOU Trust a PR Firm without a Social Media Presence with Your Social Media Programs"
- car prices in japan on Going Virtual Isn’t Necessarily the Answer to Replacing Your Physical Events
- Maricruz on Going Virtual Isn’t Necessarily the Answer to Replacing Your Physical Events
- Mason on Going Virtual Isn’t Necessarily the Answer to Replacing Your Physical Events
- hand 55 gallon drums cheap on PRMM Interview #16: Chris Abraham on PR and Social Media