10 practical questions about Social Media
Social media may sounds too simple: sharing, caring, and link love. It is tempting to jump right in, getting on-board without planing. Although that might work well for the individual, I don’t recommend it to the business. The company should think about goals, content, expectations, and strategy, before making the leap in. Here are 10 questions that the company may start with.
10 practical questions about Social Media
- What should an established company blog about?
- What should a start-up company blog about?
- What should both company types avoid writing about?
- Should you be on Twitter (a question for the CEO/Founder)?
- Should you have a personal Twitter account in addition to the venture account? Should you use both in conjunction (a question for the CEO/Founder)?
- Whom should the corporate invite to write on its blog ( from within and the outside)?
- How does a thought leader looks like?
- How do you project an Executive Presence on social media channels?
- Assuming value using Social Media, how long do you expect till it materialized (a question for the venture leaders)?
- What do you expect to drive using social media tools: leads generation/traffic, brand marketing/monitoring/web presence, relationship building/corporate development, else?
Is this how a thought leader looks like?
In order to come up with the right strategy for an effective use of social media, these questions, among others, should be discussed. Participation in Social digital media is an on-going effort, one that requires an investment of company time and resources. It is a cross-functional effort with multiple stakeholders. Having clear expectations for the effort level required from each organizational function, is crucial.
I think that it is possible to come up with good answers to most of the questions above (and I don’t claim to be a Social Media expert).
Other questions are still open and will require more research:
Are social media values quantifiable? How? What are the measures?
Large corporation should invest time searching for social media measures and ROI. A large corporate, with Marketing budget that could be allocated across multiple channels, will have to identify and monitor different indicators in order to justify an investment in social media. Even prior to adding social media channels and tools, the company must evaluates its commitment level for participation in social media.
For a small start-up company where Social Media is, by large, the cheapest way around for building presence in the market (for both targeting investments and market penetration) the ROI question is almost irrelevant. The investment is small in compare to other means of branding and the results are potentially dramatic. A single lead can make a critical difference to the start-up survival chances. Being reviewed by an influencing blogger can drive traffic and product adoption. Getting feedback or advice from fans and followers may get the company/product on the right track.
Prior to adding social media to the mix, no matter what type of organization you run, think about the 10 questions above (and some more). There are great resources out there that can help you to start on the right foot. The best advice I should give you is to start reading blogs.
What other questions about social media should be asked?
Btw, the picture above was taken by me while visiting the Sidney Zoo in Australia (2005).
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