The How of Social Networking
By Megan Meinerding, VP Client Services
In part one of this three-part series on social networking you read “why” social networking is an important tool…now here’s the “how.”
Step One: Make a commitment to the medium. This is a longterm communication strategy – not a “one and done” approach.
Step Two: Find your social networking ambassador. Chances are a member of your team has already embraced social networking in their “private” life. They know the ins and outs of social networking sites such as Facebook. Put their passion for the medium to work for your business. Caution: if you are unable to give the reins over to your ambassador, and relinquish control, then YOU must be the social networking ambassador for your business. Don’t have someone on your team that’s up for the challenge? Hire a communications firm that is adept in the medium, or consider hiring a journalism student or other intern with fabulous writing skills.
Step Three: Go where your customers are… Ask current customers about their social networking habits. What social networking site are they using? Based on their responses, start your social networking outreach with the most popular social networking site for your customer base, i. e., Facebook.
Step Four: Pick one site and do it well before branching out to others. Do not stretch yourself too thin. Monitor and measure the dialogue and return. Make changes to your social networking strategy based on what you learn.
Step Five: Use the medium to get started. For example, Facebook has a Fan Page for “Facebook Pages.” It will give you not only a step-by-step guide to setting up a Facebook Fan Page but also a wealth of information related to writing posts, uploading photos and videos, creating polls, and more!
Step Six: Create valuable content. Remember the rule – “you must first give to get.”
Step Seven: Encourage interaction…social networking is a dialogue. If responses are not being posted, switch your approach. A monologue is a sure sign of an unsucessful social networking campaign.
Step Eight: Marry your offline tactics with your social networking outreach. Having an event? Supporting a charity? Launching a new line? All should be a part of your social networking conversation.
Step Nine: Think mobile. Many social networking users are accessing their preferred social networks from smart phones. Use the immediacy of the medium to your advantage. Think “Flash Sales.”
Step Ten: Measure the effectiveness of the campaign through both qualitative and quantitative methods.
Want to learn more about social networking? Email suits@fruchtman.com for more information.
By Megan Meinerding on January 26, 2010 :: Filed under Media Buffet, Technically Speaking
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