Putting together a strategic approach to social media use often creates a need for new jobs within an organisation – jobs with fancy-yet-slightly-ridiculous titles like “Technology Guru”. I mean, wouldn’t you feel ashamed introducing yourself like that at a party?
Anyway, let’s look at what these jobs are actually there for, rather than just tearing apart their (oh so pretentious) titles. This whole thing is based on a four step plan given to us by Weber, L. on how to create a social media strategy, and it looks a little something like this:
From each aspect of this plan comes potential new tasks a business might need to hire people for. (more…)
Involving employees beyond the marketing department in the social media strategy of a business is a difficult but worthwhile pursuit. Of course, having one centralized group of people dealing with this side of marketing is the easy way out – but is it the most effective? Or the most genuine representation of the company?
Company wide involvement creates a richer, more complete representation online with skills from a variety of departments, but takes time and training to get right.
“You’ve got to think about big things while you’re doing small things, so that all the small things go in the right direction.”
― Alvin Toffler
While the 7 building blocks of social media that we touched on in the last post look at the different elements that come together to shape each form of social media, they don’t provide any guidelines for firms wanting to develop their social media strategy.
This is where the 4 C’s come into play. These make up a guide put forth by Kietzmann et al. to help firms wanting to develop strategies for monitoring, understanding, and responding to different social media activities.
They are: (more…)
” `Would you tell me, please, which way I ought to go from here?’
`That depends a good deal on where you want to get to,’ said the Cat.
`I don’t much care where–‘ said Alice.
`Then it doesn’t matter which way you go,’ said the Cat. “
Defining the goals of a social media plan is an essential element of it’s success. What is your company hoping to get out of it’s social media presence? Attracting new customers into physical stores? Gauging customers reactions to a new product? Increasing online sales?
This is where everything begins. (more…)
Photo by Barnaby S. Used under a Creative Commons Attribution-ShareAlike license.
“Most people do not listen with the intent to understand; they listen with the intent to reply.”
― Stephen R. Covey
Social media is often touted as a cheap and accessible form of promotion for small businesses – after all, it’s free and anyone can sign up, right? Yet many businesses owners see no return on investment. Why?
Approaching social media like traditional media forms doesn’t work. In print, television and other traditional media, the conversation is one way. Rather than listening or engaging in conversation, the company talks AT the potential consumer – do this, buy this, use this. Use this strategy in your social media marketing, and you’re dead in the water. The very nature of social media is just that – social. It’s participative. It’s conversational. It’s based on permission. Yes, I will allow you into my inbox, my twitter feed, my Facebook newsfeed.
Today, that is a privilege. (more…)
“Money and language have something in common: they are nothing and they move everything… they have the power of persuading human beings to act, to work, to transform physical things”
– Franco Berardi
Language, unlike money, is a power we are all accorded. We are all able to speak, to communicate, to share our ideas. And yet the question is, to whom? With whom?
Until recently, the ability to distribute and share our language and ideas with a larger group of people, to use this power on a larger scale, was limited to a select few. The top-down approach of content creation that embodied web 1.0 meant that users were restricted to being passive consumers of static information and ideas, unable to actively contribute, collaborate or share. (more…)