I originally drafted this blog post for my company blog. I thought it could work well with this blog so I repurposed it. Please note that this post does vary from the original that will be posted on my company blog soon. I will post a link to that blog when it goes live.
As more and more organizations entire the social space and start adding various channels to their repertoire, we as marketers are often asked by our clients to help them implement new channels into their overall social media strategy. In some cases we are also asked which channels would be best for our clients to use, even though the concept of the channel may not necessary align with the type of content that the client intends to share.
Either way, when we working with our clients, it’s important to employ several steps to give each and every client the best possible chance for success when exploring new opportunities in the social sphere.
While each client is vastly different than the next, its important to use essentially the same strategy to help your clients succeed in social media. How should one go about this? Here are some suggestions:
- Baseline Landscape Research: Especially in niche markets such as government clients, it’s important to look at how other organizations (or brands) in that same niche are using social networks. Are they only tweeting once a day? What content are they posting when they do? How will this benefit or affect our attempts at social dissemination? These are all important questions to ask and to look at when assessing the social landscape for your clients.
- Identify Channels: You should work with your clients to help pinpoint which channels are right for their organization. Not all channels are created equal and content that was successful on one channel may not be so on others. Not only should you help your brand identify which channels are optimal, we will also address the best content to share and how YOUR brand can best use these channels for success.
- Educate Clients: Social media is ever changing and if your organization has never attempted to become social savvy before, we understand how daunting it can be. You should educate your brands employees on how to use various social channels, what the best message for each channel is, what all the funny looking symbols are, what words like “impressions” and “reach” really mean.
- How YOU can help: You should assist your client in developing an editorial calendar that will help you with an overall marketing message. Voice and Style guides can be created to help brands stay consistent on all social channels and to help you educate employees.
- The Power of Data! The best thing of all is that all of these social networks have measurable insights, that your organization can use to track & compare impact. Defining which metrics are the most important for the organization to track is key, and you can help define the best way to use these metrics in an overall marketing strategy. Data can help figure out which messages were the most successful and which platforms were able to spread that message the best. In this day in age, Data is important to any social savvy organization.
In general, it is a safe to say that implementing any social media tools in to your overall strategy requires some research and education. You should take great care in developing recommendations for your clients based on best practices, research, and data. After all, no one should go into social media without a plan.