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  December 3, 2009       |      Volume 3, Issue 12         |        www.sdchamber.org      |       contact us

Strategy is Paramount to Succeeding in Social Media

By Bill Trumpfheller, President, Nuffer, Smith, Tucker

The social media technologies available today allow companies and brands to connect with customers on a global scale. Through blogs, social networks, wikis, forums, reviews and other platforms, consumers are using online tools to connect, create their own experience and get what they want and need – information, support, ideas, products and bargaining power – from each other.

Because of social media’s far-reaching capabilities, many businesses can fall victim to what’s commonly referred to as “Bright Shiny Object Syndrome.” Being so blinded by the lure of reaching millions of online users, companies often fail to think about strategy and how these efforts tie into your company’s overall goals and objectives.

Listening is the first step to creating an effective social media strategy. Understanding who is talking about you, what they’re saying and where they’re saying it will help you determine what platforms make the most sense for your social media engagement. You wouldn’t walk into a dinner party and just start shouting about topics only you want to discuss. Much the same, you can’t do that with social media. First you listen.

Once you’ve listened, you’re ready to start evaluating opportunities, but not before asking some important questions:

• Does the opportunity meet your brand’s goals/objectives? If yes, how will we measure it?
• Does the opportunity leverage your brand’s assets? Often times these assets are knowledge or a certain expertise. How can you use these assets to tell your story?
• Does it abide by the social media rules of the road?  Each social platform has it’s own rules, and you must play by them or risk alienating your audience. Additionally, social media is about transparency. Your product or service must do what it says it will do.
• Does it provide your audience value? What are you providing for your customers?
• What is my brand message?
• How will I measure success?

In addition to the above questions, your company must understand what you’re embarking upon, including the emotional, financial and employee resources needed to execute a successful social media strategy.

Nuffer, Smith, Tucker hears lots of questions about the social media space from consumers, brands and businesses. For an overview on social media and how it can impact your business, contact Bill Trumpfheller at bt@nstpr.com.

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