I was working on this for my National Guard unit as an intro and justification as to why we need social media, but… Let’s determine what we want to do first prior to just creating a bunch of accounts.
Background. What is social media? It is also known as new media, or even referred to as consumer generated content (CGC). At other times, it’s been called viral marketing because of the way it spreads. Look at how popular some of the feeds on YouTube are – millions of viewers. Some people also question whether it’s even media, but whatever the case it’s here to stay. Social media are platforms for interaction and relationships. Perhaps, the most relevant social media is use today, besides YouTube is Facebook and Twitter.
Facebook. Facebook is probably the most popular and the largest, with an estimated 175 million users. It is perhaps the most flexible, with many options available including status, notes, events, photos, and videos. It is a closed platform with a good ability to limit sharing based on categorization. It is a great for catch-all and good for long discussions.
Twitter. The up and coming star (experiencing great growth) for popularity is Twitter. Used for short messages (tweets), updates, and alerts, often with references to other sites using URL shortening tools. It is limited to 140 characters so there is quite a bit of abbreviation and shortening. It is an open platform that creates public information, with ability for rapid response. It is often used for those “juicy” headlines. It is used to refer or point to another medium like an article, Facebook or a blog.
Strategy. An effective social media strategy is essential these days for companies and individuals. Social networking sites can be used to promote a business, an idea, or a service. It cannot, however, be used just to promote your product. Remember, that social media is an “opt-in” service. Your customers must select you as a friend or follower. They can just as easily disconnect you if you do not give them what they want. You must provide something that the subscriber wants. The best approach seems to be to find something that can help others. This could be as easy as product information, technical support, news, or something to raise a smile. Messages must be helpful or controversial to generate interest. Perhaps the golden rule of social media is to “make sure your information is of value to your community.” Remember that social media is not a marketing function. Marketing can and should be involved in the program but “You don’t target them, they target you.” Social media is not a push format, it is a pull format. Your followers want to hear from you.
Organization strategy has to follow the same needs as any other plan.
Who. Who is your target audience? There are some sectors of the public that receive information only through this format; this could be your target audience. Is this for internal or external use? Who from the company will engage with the outside? Will there be one voice or a team using one branded account? Will there be personal accounts? The “twit” must be truly interested in the topic.
What. What is the message you want to send? What are you trying to do? What is a serious incident breaks out, what is the proper protocol and who needs to become involved? Are the tools to be used for customer service or referral to another organization? Make sure your updates are in line with the priorities and messages of your organization. Bottom line is what information do you have that others want? What are the social media goals? For example, are they for engagement or promotion?
Where. Which tools are going to be used? Where will they be pushed? Do not sign up for too many options until you know there is a need for another tool? Start with a couple and expand as needed. Where does social media fit in to your existing Communications Plan?
How. How do you craft your message? You need to encourage social interaction. These formats are an even playing field with real or near real-time information. How will social media be integrated into the company’s core strategy? How much time will be spent on social media? How do you measure your success? How often will you post? Social media must be integrated into your editorial calendar for consistency.
Why. Why do you think your organization needs social media? Word of mouth is the oldest and most powerful form of communication. We trust what our friends tell us. We trust what our friend’s friends tell us. We trust anything that enough people tell us.
An organization’s strategy must figure out how to build and maintain relationships on the social web. Just remember that content is just as important. Once a tool is embraced, then everyone in the organization needs to be in the organizations social media outlook.
Resources. The good thing is that social media is free, or relative inexpensive, at least for the applications. Social media takes time and time is not free. The man-hours to post, monitor, and respond to comments or tweets are not. One of the biggest things that I’ve been trying to figure out is how to work social media into my daily cycle. Personally, I spend a few minutes about three times a day to work this in. An organization’s social media manager probably needs up to a few hours a day and probably needs others monitoring to lessen the workload, or to cover in force.
- Money. You cannot afford to not use social media. Expenses are generally zero. Zero start up and zero monthly fees. It is a free (not accounting for the risk) way to communicate with the public. Is there going to be a budget for accounts, equipment, or access?
- People. Who is going to monitor and participate in social media? Will this need to be added to their job description or performance evaluations?
- Equipment. Are you behind a firewall? What are the IT roadblocks to prevent you from executing your plan? Can you access the applications needed? Can you install the applications needed? Do you have a digital camera, video camera, or web enabled smart phone? Do you have mobile internet access?
- Policies and Procedures. Time: how quickly can you respond? Is this “8 to 5” or 24/7? How much time will all this take? Do you need an official policy? Do you need a personal policy? Who is empowered to respond? What other departments need to be involved in the project?
- Other. Make sure there is a master list of all access logins, with more than one aware of its existence and location.
Advantages.
Monitoring. There are tools that allow you to monitor what everyone is saying about you. This gives you a chance to respond upon negative, and positive comments. Companies frequently use these feeds to monitor and respond to traditional media outlets. The tools allow you to pay attention to what is being said about your organization and your industry. Most all social media platforms have a related tool that allows you to monitor what is being said about you or your organization’s category. What is being said about you? Wouldn’t you rather have someone say something to you on your network or a monitored network where you at least get a chance to respond? Remember that a few neutral or even negative comments lend you and your site some additional credibility.
Measurement. A great thing about social media is that there are ways to quantifiably measure success unlike traditional media. For many, measurements of fans or followers indicate some success. The amount of responses or comments can also be measured.
Participation. Social media gives you a chance to respond to questions; clarify, correct, or add more information to a topic or story. You and others can contribute to the conversation. Press releases are generally a one-way story; social media is two-way. Social media is also seen as a less formal and often fun way to transmit data or feedback. Once adopted, social media links should be used on all collateral material.
Responsive. Social media tools are very quick and effective at distributing information. You can use these tools to also distribute emergency communications quickly. You have the ability to communicate emergencies in real-time, internally and externally. You can quickly reach new audiences and meet the changing public expectations in near real-time.
Disadvantages.
Risk. The biggest one is risk. You must think carefully about who can respond or contribute on official feeds. You have to remember that you are never “off duty.” Once it is said in most social media, it becomes public. Your social media comments and conversations are “official.”
Resources. Though the tools are free, manpower is not. In order to do social media well, you must dedicate the resources to do the job. This is probably not an additional duty or an “other duties and responsibilities as needed.” This is a program that needs to “cared and fed for.”
Next Steps.
Determine if there is an existing social media policy or develop one.
Develop a social media plan.
