Doing social media ? First ask yourself why
Andy Wood of Freestyle Interactive shares a few of the key reoccurring themes that have come their way while working with clients on social media campaigns.Know your objective! Social media is like any other marketing activity, it needs a clear business objective! You need to be considering the part of the brief that asks: Why are we doing this? What do we hope to achieve from this campaign? You might not know how to get the results you want, or even what’s possible, but that’s why you employ an agency - to help you work these things out. Make sure the objectives are clearly understood and agreed before you kick off. Your objectives in the social media space should be no different to any other bottom line business objective, and more often than not, you’ll find that they augment everything else you’re doing. Just getting involved for the sake of getting involved will lead to disappointment, and I guarantee not everyone involved at the client and agency will have the same expectations. When it comes to objectives, think about the familiar faces: raising brand awareness, influencing brand perception, driving traffic to your website. They’re all still relevant! Remember, doing social for the sake of doing social, is not a sound business objective!
Choose the right tool for the job Matching the channel to the job has always been a part of your skill as a marketer. Social media is not a global panacea, it’s a new and potentially very useful, tool in your toolbox, but a tool amongst many nonetheless. Social sites are a great way to build brand quickly, using ‘word of mouth’, and it’s even possible to pick up sales leads if you’re targeting the right environments. They’re also one of the best places to listen & learn about customer satisfaction & pick up genuine customer service issues, and of course to influence brand reputation, particularly if you have a stake in wider issues like the environment or sustainability.