When I did "corporate" work I was often prompted to ensure that the marketing I was carrying out was on "on message" with central marketing strategy. I occasionally have the same reminder when working with some very traditional marketing agencies.
Marketing campaigns are targeted at specific demographics. That means that the look and feel of the marketing jigsaw needs to fit together seamlessly. The whole package of print, website, social media and face to face needs to give the same positive experience with no jarring when swapping platforms.
But...
Social media isn't just about a demographic, it's about individuals too. Sometimes the people running the social media content need to have the flexibility to use their discretion. When you're dealing with an individual, the "standard" corporate approach isn't always appropriate. No matter how well thought out and planned your strategy is, it cannot fit everyone.
I always try and persuade managers that it's not only OK, but actually essential, to expect the social media person/team to occasionally veer "off message". I may have to start collecting pictures of the looks of alarm!
The objections are mostly down to a lack of trust in the abilities of the people delivering the content to judge the situation correctly. If you distrust their judgement that much then what on earth are they doing running your social media for you?
By all means issue pre-scripted responses to common problems, but trust the people you have put in charge of your online reputation to know when to be a human being. Better still, get someone to fix the problem so you don't have to keep addressing it.
Strategy is a necessary part of running a business, but sometimes you have to think outside of the jigsaw box!
Showing posts with label blogging. Show all posts
Showing posts with label blogging. Show all posts
Tuesday, 24 July 2012
Friday, 24 February 2012
You don't need to do everything!
Here's an exclusive industry secret for you. (Tongue firmly in cheek) You don't have to be on every social media platform going to get great results for your business!
You'll get far better results by doing one or two things really well, than having loads of platforms to update that you actively dislike. Your lack of enthusiasm for what you're doing will come through in your posts. Even worse, you may get fed up of the whole thing and stop doing any of it. Time is something we all need more of, so choose something that you want to do - or at least don't dislike!
Whatever platform you choose to engage on there are some "golden rules" to abide by:
Once you start, keep going!
Nothing looks worse on your social media footprint than an abandoned blog or an unresponsive Twitter feed. What impression does a static Facebook page give of your business?
Don't just sell
Remember to give back to the community you've joined. Be helpful, be pleasant, be informative and the rewards will start to flow for you.
Keeping it fresh
It takes time to create or source new content. Make sure you're willing to put the effort in before you get started. Recycled content gets very dull very quickly.
Remember you're a business
Social media is fun and more than a little addictive! You can get so caught up in the talk that you can easily forget that you're there to be a business, as well as an individual. Online behaviour is a very important part of your reputation. A momentary flash of irritation and a thoughtless comment can scupper all the good work you've put in.
Keep doing the other stuff too
Social media isn't a replacement for face to face conversation or traditional marketing. It works with, and enhances, your networking and promotional activities. You may even want to consider having a plan...
- Can't stand Facebook? Try the more "grown up" LinkedIn.
- LinkedIn too stuffy and formal? Try Twitter
- Love visuals, hate writing? There's YouTube, Flickr and now Pinterest
- Enjoy writing but don't have time to check what's going on? Blogging could be the answer.
- Want to hang out with the cool kids? Have a go with Google+
You'll get far better results by doing one or two things really well, than having loads of platforms to update that you actively dislike. Your lack of enthusiasm for what you're doing will come through in your posts. Even worse, you may get fed up of the whole thing and stop doing any of it. Time is something we all need more of, so choose something that you want to do - or at least don't dislike!
Whatever platform you choose to engage on there are some "golden rules" to abide by:
Once you start, keep going!
Nothing looks worse on your social media footprint than an abandoned blog or an unresponsive Twitter feed. What impression does a static Facebook page give of your business?
Don't just sell
Remember to give back to the community you've joined. Be helpful, be pleasant, be informative and the rewards will start to flow for you.
Keeping it fresh
It takes time to create or source new content. Make sure you're willing to put the effort in before you get started. Recycled content gets very dull very quickly.
Remember you're a business
Social media is fun and more than a little addictive! You can get so caught up in the talk that you can easily forget that you're there to be a business, as well as an individual. Online behaviour is a very important part of your reputation. A momentary flash of irritation and a thoughtless comment can scupper all the good work you've put in.
Keep doing the other stuff too
Social media isn't a replacement for face to face conversation or traditional marketing. It works with, and enhances, your networking and promotional activities. You may even want to consider having a plan...
Monday, 2 November 2009
The Marmite effect.
I'm taking some time to concentrate on my coaching and social networking strands this week. Not only will it allow the SEO work I've been doing to take effect, it'll be a welcome chance to get back out amongst my local business community.
It's been fascinating talking to people about their perceptions of things like Twitter and blogging. To pinch the Marmite strapline, they either love it or hate it!
I think the most interesting part for me was the fact that people can deride Twitter and pour scorn upon it without ever having logged in to it, let alone learned how to use it effectively. They were particularly incensed that recent Tweetstorms like the one around Jan Moir and Stephen Fry made the "real" news.
Of course, the people that "love it" need little technical instruction and I can concentrate on true networking aspects of the phenomenon.
The people that "hate it" need a tour of the business benefits and also a gentle introduction to Tweeting and Blogging. I'm finding that several smaller sessions are far more effective than one longer "boot camp".
This duality makes it tricky running group sessions. I'm moving towards a proposal that offers 1:2:1 development and follow up support - including Tweet critiques. Persuading the refuseniks will be an interesting challenge, but I'm looking forward to it.
It's been fascinating talking to people about their perceptions of things like Twitter and blogging. To pinch the Marmite strapline, they either love it or hate it!
I think the most interesting part for me was the fact that people can deride Twitter and pour scorn upon it without ever having logged in to it, let alone learned how to use it effectively. They were particularly incensed that recent Tweetstorms like the one around Jan Moir and Stephen Fry made the "real" news.
Of course, the people that "love it" need little technical instruction and I can concentrate on true networking aspects of the phenomenon.
The people that "hate it" need a tour of the business benefits and also a gentle introduction to Tweeting and Blogging. I'm finding that several smaller sessions are far more effective than one longer "boot camp".
This duality makes it tricky running group sessions. I'm moving towards a proposal that offers 1:2:1 development and follow up support - including Tweet critiques. Persuading the refuseniks will be an interesting challenge, but I'm looking forward to it.
