How Do You Develop an Effective Social Media Strategy?

First, set realistic expectations based on what social media can and cannot accomplish. Understand that social media rewards are not always measured immediately in new sales; however, that doesn’t mean your company isn’t benefitting. For instance, you have a conversation with a customer about a frustration they have regarding your product. You now understand something about your customer base and their goals and expectations that you didn’t know before, and the customer sees you as someone with whom they can engage in helpful dialogue rather than a scary corporation. You have both reaped benefits and your customer will now be more likely to tell his friends about his great experience with your company and to talk about how helpful you were. You have instilled trust in that customer and gained access to a new group of viewers who may never have considered your company otherwise.

Second, choose your venues. It may not be possible or even wise to engage in every social media outlet available. An effective social media strategy means more than being able to say “We’ve got a Facebook page!” The venues you maintain should provide helpful and meaningful content that will drive people to share it with their friends and to keep coming back. Facebook and Twitter offer the most logical starting points for your social media strategy. If you don’t have accounts at these sites, create them now. By doing so, you’ll reserve your domain name and gain access to millions of viewers. Once you’ve developed your strategy at these two sites, begin branching out by creating a blog or adding a forum to your website.

Third, talk to people. Join conversations wherever you can, but remember the cardinal rule of social media marketing: it’s about dialogue, not sales pitches. Your goal is to get people talking about your company or product and to join those conversations by providing helpful and meaningful information. Gain your audience’s trust by not only offering information pertinent to the topic at hand, but by asking questions. Find out what their concerns are and ask for input.

Now is the time to develop the social marketing strategy that will propel your business into the future. Your audience is already engaged in conversation about your product or service. By meeting them where they are, offering helpful input, and respecting their terms of engagement, you can build trust and create loyalty among customers while increasing the reach of your message.

Guest Blogger, Susan McClure