| In the rush to get on the social media bandwagon, it | | | | capture the visitors' information. This option usually |
| appears a number of companies have been satisfied | | | | provides more complete and accurate information, |
| to simply post a note inviting visitors coming from | | | | but its' the less desirable choice because of the |
| Twitter, Facebook and YouTube to follow their | | | | inconvenience. |
| company or brand. With that non-engaging message, | | | | Keeping the visitor on site once he's there requires |
| the result is a lost opportunity and the likelihood the | | | | an attractive website/blog with compelling content. |
| visitor won't return. | | | | The challenge is to know who the target audience is |
| The benefit of social media is to build relationships | | | | so the content can be designed to satisfy their |
| and that means there needs to be a dialog between | | | | curiosity and stimulate interest. Most important is the |
| the visitor and the website host. Because of the | | | | need to refresh the blog content at least once or |
| immediacy of these social media tools, it's essential | | | | twice a week to sustain visitor interest. This is where |
| the website has a mechanism in place to respond in | | | | a social experience needs to occur so the visitor can |
| kind so the dialog can be initiated. When that | | | | interact with the brand or socialize with the host, |
| happens, the response is an opportunity to influence | | | | both of which will keep the visitor on site longer. |
| visitors to later communicate their endorsement of | | | | When the experience is positive, that person |
| the company or product to their friends and | | | | becomes an ambassador for the company or brand |
| associates directly or through social channels. | | | | within the social network fraternity/sorority. |
| For the website host, a 'what is' analysis of the state | | | | Participate in conversations anywhere |
| of the company's current website capabilities | | | | When the coordination between website, blog and |
| accompanied by a projection of 'what the capabilities | | | | social media is functioning, customers, employees and |
| should be', that is based on the company's vision, | | | | prospects can interact as a community. However, |
| needs to be prepared. A clear and concise brand | | | | that will take more time. But don't overlook the |
| positioning statement designed to attract the | | | | importance to the brand of taking part in |
| maximum number of your target audience also needs | | | | conversations wherever they take place, i.e. blogs, |
| to be prepared. Then, implement the steps | | | | Facebook, Twitter, YouTube or forums. |
| necessary to make it all happen. Recognize that as | | | | An essential element in strategy is brand tracking. |
| the level of sophistication increases, so will the need | | | | That requires tracking the brand's progress |
| for resources and management support. | | | | continually. The obvious reason is to detect any |
| You have to start with a strategy | | | | negative results so corrective action can be taken |
| Start with a social media strategy that takes into | | | | promptly and avoid any long term damage to the |
| account all of the company's assets that can be | | | | brand. If progress is positive, further upgrading of the |
| leveraged to help build the brand. Study the website | | | | social structure can take place to accelerate the |
| and either incorporate with or link to a company blog. | | | | progress. Listening to customers and prospects is the |
| While the website provides company and product | | | | most important part of this process and the social |
| information that can be assimilated and digested, the | | | | interface should take precedence over the |
| blog is ideally suited for interaction with visitors on | | | | automated data collection systems although ideally, |
| any number of issues important to the host or | | | | both should be used. Social media can be an |
| visitors. | | | | important asset for any company, but like any tool, it |
| Access to the blog can be handled in two ways. First, | | | | needs to be used properly. To do that requires a |
| allow visitors to use their existing login. The | | | | strategy that links all the resources to a common |
| disadvantage of this option is the inability to capture | | | | goal or vision. Otherwise, the time and money spent |
| the visitor's e-mail. Second, use a sign-in process to | | | | on these tools won't help drive your marketing plan. |