5 social media suggestions (in 200 words or less)
Recently had in interview with the Shanghai Business Review. They asked for five social media suggestions and gave me 200 words. My response follows - have I hit the nail on the head?
1. Understand your objective and audience
Social media isn't a “silver bullet” for communications. You need to understand your business objective, audience, and what influences them. If the answer is "social media channels" then add social media to the communications mix.
2. Understand the social media environment
Map out the social media landscape before starting to engage in these channels. You have to understand the conversations before you can join them. Remember, the internet is littered with the carcasses of dead blogs!
3. Prepare your spokespeople
Engaging in social media relations is quite unlike traditional media relations. Your social media spokespeople are unlikely to be your MD or CEO. Whoever steps into this role needs to understand the dynamics of peer media conversation.
Social media revolves around human conversations. If you think channels such as blogs, social networks or discussion forums are places to post press releases or yell about discounted wristwatches, then go back to step two.
Social media is very measurable, with anything from share of voice, to tone, to number of posts and comments able to show success. My advice is to start small, and add new metrics as your confidence increases.
Thoughts?
- Jeremy