The importance of having a social media strategy.
It now goes without saying that pretty much every company no matter what size has a social media platform of some variety. Depending on the nature of the business and industry it’s in, will determine which particular platform or platforms that maybe chosen. However the key point here is everyone has one….but the common problem they all share is no direction and vitally no STRATEGY.
You wouldn’t start doing business or delivering a marketing campaign without a plan. So why would you embark on social media without a strategy?
Social media is known as the amped-up version of the oldest and most powerful form of marketing: word of mouth (Guildford 2012 in Blackmore 2013). As the most powerful form of marketing it must be used wisely, with structure, guidance and with the aims and objectives of the business in mind. In order to provide CEO’s and CMO’s with the eagerly anticipated ROI and more importantly as recently highlighted by Ted Rubin ROR:
“Return on relationship: simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing.”(Ted Rubin, 2014)
The key to gaining ROR is through the engagement and nurturing of relationships. Who is managing these relationships in theory marketers, but in reality it should be each part of the organisation. Social media strategies are key to involving all parts of the organisation in social media, by giving them the resource to refer too. Giving employees responsibility with content pieces to really bring them to life and engage with them, the way the organisation wants the customers to do. Making employees brand advocates and re-engaging the 63% of employee’s worldwide who are currently not engaged at work (Gallup research 2014 in Solis 2014)
Want to discuss future it would be my pleasure: @rblackmore91 on twitter
A strategy reminder: https://www.youtube.com/watch?time_continue=5&v=U6DE93esEug
Original post written – 2014 – https://storify.com/BeckyBlackmore2/strategy-the-key-to-modern-business-success
- Guildford,D.,2012. Social media marketing is new word-of-mouth. Automotive News. 86 (6526), 35. Available from:http://ehis.ebscohost.com/Legacy/Views/static/html/Error.htm?aspxerrorpath=/eds/detail