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Social Media: Start Here
Social Media is a millennial buzzword.
It’s the hot new toy that all marketers want to play with… or just think they want to play with it. Like any marketing tool, Social Media is only an asset when used correctly. If used incorrectly, it can be a hindrance. You’ll need to evaluate whether Social Media is valuable to your brand, and if so, how you want to use it. So where should you start? Let’s start with an overview.
What is Social Media?
Any medium that communicates socially. By definition, human-to-human interaction could be documented as the original social network. In today’s technology, it can apply to any website or application that allows for mass communication. There are more Social Media sites and applications than can be counted and more are populating every day.
Is Social Media for me?
At Honey MAP, we tend to look at marketing like a tool box. Many businesses make the mistake of pulling out the hammer for every project because they see other people using hammers. Hammers are great, but if you’re trying to re-tile the floor or run electric wiring, it won’t be very helpful. Social Media is a wonderful asset but only when used correctly. Many brands throw up a Facebook or Twitter page because they think they are supposed to, and they may get followers (or buy followers- a different rant for a different day), but it ends up sitting there limp and unengaging.
- Who are we trying to reach?
- Are they on Social Media?
- Do we have the resources to set up strategy and appropriately monitor our account(s)?
- Are we comfortable with audience engagement? (think liabilities, sensitive material, etc)
- Does our brand allow for Social Media? (Do you have strict Compliance or legal regulations, are there restrictions or brand standards that would make Social Media difficult, etc)
- Do we have a proper PR perspective and crisis management in place in the event something negative (or positive) does go viral?
Social Media can be used to generate awareness, but ultimately its purpose is audience engagement (read: a conversation between you and them). Your audience may initially find your brand or product online, but if you’re not posting engaging information they will probably forget that you are there. In other words, even if it’s not actively hindering your brand, it’s time and money in a fruitless tree that could be better allocated to a more productive resource.
Once you determine whether Social Media is right for your brand, the next step is to pick a channel. With hundreds of Social Media outlets, that is no easy task. Stay tuned for the next post in this series about picking the right outlet for your brand. In the meantime, take a stab at 3 Lies and a Truth: Online Presence.
Still wondering if Social Media is for you? Send us a message to set up an informational consultation.