What are your social media objectives and how will you measure return on investment? What resources (time, money) are you expending to your social media? If your company is involved in social media or if you are considering it – develop a plan!
Yes, sometimes the best way to get started is to simply get started. That’s okay. You have to walk before you can run – right? Yet, at some point you need to know where you are going and why. To determine your organization’s direction, it might be beneficial to collaborate with your advertising agency, media specialist, PR firm or customer relations department. Decide how social media fits within your overall communications plan. What financial and personnel resources should you assign for this communication and relationship building opportunity? How will you allocate advertising budgets between traditional advertising, new media and social media management?
Once you have a plan (a blueprint for everyone to follow), you will have a clear perspective and be in the best position to make decisions, delegate tasks and measure the results. Management and execution can be delegated, but one person should be ultimately responsible for plan approval, overseeing execution and monitoring results.
With regard to delegating: Pushing content (PR, brand and promotional messages) can be assigned to a responsible person to follow the approved plan. However, be sure to find the right person capable of managing the “networking” component of social media. Networking takes time and effort (there is a reason “work” is part of the word networking), but more importantly, you need someone who can respond intelligently and brand-appropriately to posted questions or comments.
Online networking efforts, in my opinion, could provide the best results of all the social media components. However, it could also provide a profound negative response if not handled appropriately. You hire babysitters and get grandma’s help with the children, but you are still the parent – right?
Want to learn more? Check these out.
Social Media in Plain English
www.youtube.com/watch?v=MpIOClX1jPE
Developing a Social Media Plan
www.slideshare.net/ifPeople/developing-a-social-media-plan-1323287
Creating your Social Media Plan
www.outspokenmedia.com/social-media/social-media-planning/
I am interested in hearing your questions or comments.
Debra Stauffacher
Sunday, January 9, 2011
Monday, December 6, 2010
Shopping Process
When my husband shopped for a camera as a gift for my birthday, he visited a few retailers to see what options existed, talked to sales staff and physically handled the products. He started out thinking he would be buying me a Flip camera and ended up with a Sony Bloggie, which I love (see below).
When I started my search for a new TV, I started with a telephone call to a tech-savvy friend who got me started on the right path. Then, I conducted some online research and discussed some options with my husband. I made my choice and called in the order. The TV is ten times more expensive than the camera, but I will not see it in person until it’s in my living room.
As these examples demonstrate, shopping methods may vary by person. Also, our shopping process may fluctuate depending on what product we plan to buy – some items can be researched in advance, but require a “test drive” before commitment to buy. No matter if your customer’s shopping methods are CALL, BRICK or CLICK, are you providing an experience consistent with your brand?
Examine how inbound calls are handled, review your stores’ online brand and assess if your business is set up to deliver the best in-store experience. Your goal should not be to match your competitors, but rather to outshine them. Customer service before, during and after the sale (by phone, online or in person) can lead to sales increases and repeat business.
Why I Love my new Sony Bloggie
Just in time for holiday shopping:
1) Compact size
2) Lightweight
3) Rechargeable, removable, replaceable battery
4) Memory chip upgrade
5) USB port
6) Easy to use
7) It’s blue
8) Swiveling camera head
9) Affordable, so I can let the kids use it
10) Because it was a thoughtful gift from my husband
Happy Holidays!
When I started my search for a new TV, I started with a telephone call to a tech-savvy friend who got me started on the right path. Then, I conducted some online research and discussed some options with my husband. I made my choice and called in the order. The TV is ten times more expensive than the camera, but I will not see it in person until it’s in my living room.
As these examples demonstrate, shopping methods may vary by person. Also, our shopping process may fluctuate depending on what product we plan to buy – some items can be researched in advance, but require a “test drive” before commitment to buy. No matter if your customer’s shopping methods are CALL, BRICK or CLICK, are you providing an experience consistent with your brand?
Examine how inbound calls are handled, review your stores’ online brand and assess if your business is set up to deliver the best in-store experience. Your goal should not be to match your competitors, but rather to outshine them. Customer service before, during and after the sale (by phone, online or in person) can lead to sales increases and repeat business.
Why I Love my new Sony Bloggie
Just in time for holiday shopping:
1) Compact size
2) Lightweight
3) Rechargeable, removable, replaceable battery
4) Memory chip upgrade
5) USB port
6) Easy to use
7) It’s blue
8) Swiveling camera head
9) Affordable, so I can let the kids use it
10) Because it was a thoughtful gift from my husband
Happy Holidays!
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