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When identifying your audience (Step 1 in this post), be careful not to depend too much on traditional demographic descriptors such as age and gender. A more reliable guide would be social or psychographics -- trends related to interests and engagement preferences.
A slightly different twist on Jim's suggestion -- what type would you like to be?
I saw a couple types I know I don't want to be (and hope I'm never perceived as being). There are also a couple types I'd like to be a lttle more like. Your descriptions of those types help me to know better what I can work on. A good stretching exercise. Thanks!
My checklist includes strategic elements, mostly related to cross-posting. I've set my blogging software up so that as soon as I publish, it cross-posts to Twitter automatically. But, I don't have it cross-post to my Facebook Profile and Page or to LinkedIn, because some of them, too, cross-post to Twitter and that would just create an annoyance.
Because I often write in the middle of the night, there's also an advantage to manually scheduling and posting across my networks so my blog is distributed at optimal times.
Sounds confusing, doesn't it? THAT's why I love the idea of a checklist. I create my checklist in Excel -- nothing like a spreadsheet for keeping track of multiple tasks (rows) across a variety of platforms and a timeline (columns).
Links and calls-to-action are two strategic elements mentioned that I also include on my checklist.
I don't disagree with anything in this article. The subject, of course, is pretty deep and you make several points that could lead to great discussion.
For example: "Facebook is . . . a great marketing channel. A place to reach out to your customers . . ." In this early stage of using social media for marketing, I don't think we can overemphasize that "marketing" on social media really means "un-marketing," a term I'm not wild about, but one that's being used in these parts. Anyway, these channels are great for gaining visibility and creating awareness. They are not for broadcasting your messages and selling your wares. That's just obnoxious.
The businesses that are using social media well seem to 1) have listening down to an art 2) engage in conversations that are initiated by someone other than themselves, and 3) contribute to the conversations without using words like "I" or "we;" or language that is typically found on a brochure or flyer like "buy now," and "special discount."
I think of Facebook as a great place for businesses to have conversations -- well-crafted, respectful, non-marketing conversations. If a conversation leads to a business opportunity, direct it to your website where you're set up to handle conversions and transactions.
I disagree that the "young talent" from "your local colleges and universities" is where you want to go looking for your social media manager; particularly if you want him or her to possess the 12 traits listed here. For example, traits #10 (Strategic) and #11 (Business Savvy) are critical to this mix, and are only developed over time and through experience.
There seems to be a misconception that because new media involves technology, college-age people are automatically qualified to manage it. The first step in hiring a social media manager, in fact, should be to be aware of this misconception.
Mastering the technology is actually the easy part. The true talent comes in crafting messages aligned with your business strategy, reaching the right communities and audiences, and balancing all aspects of corporate communications according to the greater vision set by the organization. Knowing how to use social media tools is absolutely necessary; but as a skill set to complement communication expertise, not replace it.
This post starts with, "There are not necessarily any rules in social media." But, as we all gain experience using it, we can contribute to creating some necessary rules. I'm not talking about cramping anyone's style. But, like the smoker who subjects others to second-hand smoke, people who don't practice etiquette on social media, subject others to irritation.
Here's a "rule" I'd like to add. As a newbie, don't be over anxious to start posting. Spend a good amount of time just listening -- not just as a way of gathering information, but as a way to determine your own style for participating. It won't take long for you to figure out what NOT to do.
You won't have to rely on a list of rules. You'll KNOW what works and what doesn't, because if it doesn't work for you, it probably won't work for others. I guess it's kind of "the golden rule" rule.