Defining Your Social Media ‘Product’

The common strand connecting different social media campaigns is each operates within a well-defined set of rules.

The social media presence is, in effect, an interactive online “product” displayed on a computer, tablet or cell phone.

The medium is a combination of Facebook, Twitter, and other social media destination with the Web.

Fans are attracted to follow the “product” by several methods, like viral marketing, web marketing, email marketing, social network marketing, and word-of-mouth. The company and the fan have an implicit contract that the “product” will perform as expected and that the company won’t violate the terms under which the customer was first attracted to the product.

Your thinking should assume that your social media presence is a product that needs care, maintenance, and performance metrics that will help guide decision making.

This social media “product” enhances a consumer’s experience with the product or service you are trying to sell or the brand you are trying to manage.

Different situations in business require different tactics. You shouldn’t get too critical of yourself or of your company, nor should you significantly change what your product, service, or brand represents to the marketplace.

Translate what you do to the social media context and experiment on the edges.

Social Media Quick-Start Guide

Sometimes you need quick answers to help you see opportunities

and make quick decisions. This might be your first social media project, perhaps you have inherited a failed project, or you are resurrecting some old ideas.

The reason you are at on the starting blocks doesn’t really matter – come up with good answers for the following 10 questions before you decide how to engage with Facebook.

Wicked Social Media highly recommends you consider this exercise before starting your social media campaign regardless of why you are kicking off your project.

• What is most recognizable about your brand? This can be a person, a place, a logo, or a jingle…

• Does your brand have a spokesperson or character that “is” what you are trying to sell? If not, are you open to creating one?

• What is the goal of your project? Like more sales or an improved image in your market? Better customer service and satisfaction?

• What specific metrics will you use to measure success?

• When discussing the opportunity in social media with executives at your company, do they view social media as an opportunity, a risk, or an unknown?

• Does your company or brand have official policies for blogging, employee activity on social media, and outreach to customers? Is it centralized or decentralized?

• What types of content do you have that would be interesting to share with social media users?

• Are you willing to share interesting content from third-party sources on the web with your customers?

• Creating and maintaining your campaign, tracking metrics and making adjustments takes time and expertise. Do you have interested people in your company who are willing and able to do this work?

• What is your backup plan in case the social media project fails or doesn’t meet the goals of your organization? Who can you call for an objective third-party opinion if you have a problem?


About Georgina Lany

Business consultant, Social media/ Online Marketing trainer, and international speaker.
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