1. Working with a goal. We have said this before and we will say it again: social media marketing is not just about creating an official Facebook or Twitter account for your business. The whole process should begin with a clear understanding of the characteristics of the social web. Before jumping in on the bandwagon, it is essential that companies monitor the competitors and the target audience. A “smart listening effort” will allow companies to address key opportunities such as marketing, customer service, sales, recruiting, partnering and PR.
2. Ownership of social media within the organization. When a social media campaign is adopted by a company, the goals and responsibilities that come with it should be identified and carefully defined for each department in the organization. In this way, efforts and resources are coordinated and a conflicting representation of brand identity will be avoided.
3. Inconsistent efforts. Consistency is a key factor to ensuring a successful social media campaign. For example, it has been noted that companies that post consistently on their blogs are more successful with their campaigns. Make sure to allot adequate resources, plan and assign content management, monitor traffic, and engage your audience. Recruit active community members to become brand ambassadors and create efficiency by “repurposing” your content.
Stay tuned in the upcoming weeks for the second part of this post.
