Social Media Marketing (SMM) – A Corporate Strategy
While this emerging and developing means of connecting people and ‘doing business’ is heralded by some as ‘the answer’ to successful marketing, it is worth considering some important facts that balance the argument.
It may be pervasive, but is it persuasive?
There is a great deal of nonsense that finds its way into our mailboxes and online social groups and the “experts” seem to be growing exponentially.
Platforms and networks proliferate like rabbits in a field.
LinkedIn; Facebook; Twitter; Saga Zone; Google+; Youtube; Hoot’s suite; Tweet platform. To name a few…
We must NOT throw away good marketing basics to ‘get in’ with the latest I-Fad. Putting a poorly thought out corporate profile in the public domain, without giving it the same rigorous thought that you would give to a corporate brochure, for example, could backfire.
There is no substitute for preparation and MMS is not a substitute for personal contact and communication.
People need to feel valued and important. Nobody likes to be sold, but most people like to buy.
thoughts to ponder
1: SMM magnifies and amplifies what already exists.
This means that if the company or product has flaws, it won’t cover them up, but simply exposes them to a wider audience. It’s best to get our spirit and offer right before you launch it into the ‘ether’ space.
2: People still like the human touch.
These media provide an opportunity to showcase your personality and product, but when it comes down to it (and there will always be exceptions), most people like contact with people. That is why frustration grows when we are forced to navigate from one menu of phone options to another.
Social media is NOT an e-commerce website where people expect to shop online, it’s an interface designed to give an amorphous business a personal face.
Consider what you write, be informative, be generous, be accessible and avoid hard sell.
3: Know what your Corporate Message is
Branding is very important and requires mastery to achieve. We are all in awe of the genius behind simple slogans that have the ability to recall entire brand messages.
We must know what our central message is. SMM can only amplify what already exists.
4: Use praise strategies
A clearly defined business strategy and objective can be supported by a clear presence in social networks.
It can support your work and establish you as an expert in your field and should be a critical “part” of your marketing plan.
There are right and wrong ways to do this and we will shed some light on this in future newsletters.