Social Media: Are you approaching it correctly?

Five main considerations

• Integration into communications strategy

• Demographic – who are you trying to reach?

• Voice - How do you want to be perceived?

• Intent – what do you want to accomplish?

• Measurable – what equals success for you?

And one common theme - Content

• Why would people pay attention to you?

• What are you posting that’s relevant to them?

• Are you providing a benefit, service, discount?

• Are you sharing news, information, like interests?

Communications Integration

• Social media profiles should follow the branding and personality of your organization

• Advertising, marketing, PR and social media share an equal platform

• Social media supports and enhances the above efforts, does not replace

P&G Thank You Mom Campaign

• National advertising campaign, with customer support

P&G Thank You Mom Campaign

• Remains solely advertising, even on Facebook

• Sharing inspirational stories, highlighting influential mothers of Olympians

• Only comments accepted on P&G-posted photos

Demographics

• Who are you trying to reach? Age Gender Income level Geographic location Education level

• Determines what medium or media to use

• Helps determine messaging and tone

Moosejaw knows its customers

• Adventure/thrill-seeking individuals

• Snarky sense of humor

Consistent branding for customers

• Corporate website continues messaging attractive to customers

Same company, different audience

• Both owned by P&G• Gilette - Derek Jeter, Roger Federer – quiet,

hardworking, successful• Old Spice aiming younger – Terry Crews, Greg

Jennings – playfully cocky sense of humor

Voice

• How do you want to be viewed online? Fun, serious, professional, etc.

• Is it consistent with your overall business image? How is your business perceived currently?

• Does your personal profile mesh with your business profile? Small businesses, entrepreneurs Political, religious debates can turn off potential

customers

COVERGIRL interacts

• Top brand takes time to retweet, acknowledge customers

EVERYTHING is public

• Direct message on Twitter from Kansas City Chiefs to an angry fan about the team losing

Careful how you treat followers

• Featured on local news, picked up nationally

• Should have been ignored, or dealt with respectfully

Voice – religious/political issues

• Chick-Fil-A and discrepancy over Muppet toys

• Debate over toys being unsafe, or Muppets cutting the agreement because of company’s stance on gay marriage

• Alleged company-created Facebook made it a bigger issue than needed

Political Issues

• No proof of Chick-Fil-A involvement, became an issue nonetheless

• Backlash from media, fans on social media

Intent

• What are you trying to accomplish? Increased sales, increased leads, better public perception,

greater customer service, donations, recognition, inform

• Your goals will ultimately determine medium, content and approach

• Facebook, Twitter, YouTube, LinkedIn A number of online forums, niche sites for specific

products, interests

Gleaners thanks, has offers

• Avoid an open ask for donations

• Focus on positive community involvement, appreciation for supporters

Maytag informs, promotes

• Promoting American pride, not selling product

• Not constant sales pitch, but keeping on message about an American company

Detroit Lions promote

Measurable interaction

• Once you set goals, how will you measure them? Increase in sales, positive interaction

• Look at benchmarking Where are you now vs. where you end up in 6 months, 1

year, 2 years, etc.

Additional things to think about

• Content creation

Thought-leading opinion and perspectives

Product/company news

News of interest to followers/like-minded individuals

Additional things to think about

• Interaction

Quickly response to posts, questions and concerns –requires monitoring

Respectful interaction – remember, this is another face of your company

Provide a benefit to followers

Engage in 2-way conversation when possible

Additional things to think about

• Developing followers

Internal/external e-blasts to email lists

Collect email addresses when/where possible

Add social media profiles to email signatures, business cards, website, etc.

Follow back and start a conversation

Provide value