Talking to clients over the last few weeks, I am convinced that the best social media strategies can only be driven by an initial in-depth listening activity. This means using a social media monitoring tool like Radian 6 or SM2 and taking the time to understand where conversations are coming from. Not just the domains or websites that are making the most impact but rather the overall tone, topics and trigger points for social media chatter.
Who is talking about you, and do the rest even care? – Most large corporations have a varied set of target demographics, and those demographics have different needs and desires. With such hype around social media, companies today are quickly developing social media assets that look cool and take advantage of new technologies.
One of the big problems with this approach is that not every demographic who is interested in cool stuff is interested in your company. It’s heartbreaking I know, but the 15-25 demographic is probably not actively on social media to talk about insurance, healthcare or banking. If you’re in one of these sectors, spending cash on developing assets in an area where people don’t really care to have active conversations may result in a channel that under-utilized. And that can be a big waste of money.
Focus on the conversation not the tools - Of course, this is something that every person in social media will tell you, but will you have the presence of mind to make sure that you are not misled by the allure of shiny new toys? Really understand what topics people are talking about, and think about how you can make the experience better through social media. If it’s not going to make the experience better, then don’t invest money in developing social media assets just yet. Wait until there is significant traffic around what can have an impact on your business, and then make the leap.
There are far too many companies spending money on social media initiatives without actually taking the time to analyze the data that is floating out there. Pay a little extra on the front-end for tools and strategy, and make sure that your actions around social media realize results that you can be proud of.
I think what folks need to remember is that — in the words of the inimitable Jay Baer — your goal shouldn’t be to be good at social media, but to use social media to be good at business. That means mastering the art of listening and using the intelligence you gain from those efforts to engage in the most appropriate places. And when it comes to tool selection, pick the platforms that make the most sense for YOUR social media goals.
Nice post, and thanks so much for the shout-out.
Cheers,
Teresa
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Teresa Basich
Community Manager, Radian6
Thanks Teresa. Completely agree. Knowing what to listen for, and setting up the right governance for engagement can really keep the often monumental task around social media from becoming chaotic.