One of the most powerful steps you can take to move your business into the social media ecosystem without completely diluting your brand equity is to have a plan.
Defining objectives and opportunities before you dive into social media are important, for sure. However I'm going to assume that if your reading this those two steps come easily, and you're already at the intermediate stages of your social media strategy. Objective and opportunities are relatively simple to define, and most likely already in the forefront of your thought process throughout your early stages of social media engagement.
For our purposes, I'll touch on them briefly:
Perhaps your current objective is to drive traffic and awareness to your site, and your opportunity lies clearly in compelling and relate-able stories of your current brand advocates. Be prepared to respond to and provide people with relevant and professional commentary, as well as provide opportunities to interact and engage with each other. Empowering your brand advocates is key.
You now have the opportunity to create a social experience that engages your consumers along the following key discussion areas, or pillars:
1. Empowerment
Provide the necessary tools education and guidance to help your new visitors learn about your brand or service
2. Programming
Leverage content you've already created (or your brand advocates have created) to provide a regular steam of conversation starters and traffic drivers
3. Expert Advice
Provide tops and advice that entice followers to join the conversation and visit your site to learn more
4. Community
Add a touch of personalized experience through your brand advocates stories.
Stay tuned for more posts covering:
- Tone
- Content Creation Guidelines
- Content Types
- Content Calendars
Or just contact me at Drive Action Digital, or review my recent appearance on Fox News