I’ve been thinking today about social media strategy in marketing communications. “Social media” is, of course, a very broad (and trendy!) term, and I’ve been trying to qualify things a little better for the purpose of thinking about different strategic lines of thinking. Qualifying what is most important has me thinking a bit like a real estate agent: location, location, location!
Social media has everything to do with communication between people. But I believe in looking at social media strategy, we have to think about WHERE this communication is taking place. I’ve narrowed things down to three broad categories of “places” where discussion can take place:
1) Existing Social Networks
Examples:
- creating a Facebook fan page
- posting a video on YouTube
- posting photos on flickr
- updating a Twitter account with brand news and offers
Advantages:
- built-in audience
- existing functionality may facilitate rapid execution
Disadvantages:
- consumer uptake in what may be a saturated environment
- potential for backlash from user community
2) Brand Properties
Examples:
- company blog or podcast
- brand-specific user generated content site
- creating profiles, messaging, friending on brand site
Advantages:
- highest degree of control
- can be built to spec
Disadvantages:
- expensive and time consuming compared to other options
- uptake — build it and they may not come
3) User Properties
Examples:
- posting comments on consumer blogs or forums
- pitching bloggers, offering products for review
Advantages:
- can help directly shape consumer discussion around brand
- potential to create greatest brand loyalty
Disadvantages:
- least control, most potential to backfire if not handled delicately
- requires ongoing and consistent commitment to do it right
I am trying to develop this thinking out a bit more and would LOVE to get your input. Am I missing anything in these categories? What other advantages or disadvantages would you see beyond those I’ve listed?
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6 users responded in this post
I’d add
- Existing Social Networks/Disadvantages: Definitely need in touch with key influencers of that particular community
-User Properties/Examples: Trackbacking
Great insights!
Julius
Thanks Julius, these are good additions!
I’ve actually been thinking more about “influencers” lately, and may do another blog post about this soon. Increasing I’m wondering if it’s actually better to reach out to those who are more “under the radar” as they are likely to appreciate it more and participate, as opposed to more visible and connected community members who are more likely to be overwhelmed.
I found at least in my experience with Digg and Stumble to target those with similar or a little higher status than yours.
Once your reputation as a good digger/stumbler increases, you can aim for big names.
In more pragmatical terms the more you digg and Stumble the more likely to get noticed.
Nonetheless I am now convinced that a proper use of the tool with quality link might bring you to the top.
If we are talking businesses I’d suggest to build a reputation over time because hitting the front page won’t mean conversions, at least according to what I am reading around.
You can also mention starting a Linkedin group as a good way to start conversation. I did it with an Event Planning and Management Group and we are now 560 members
Excellent, thanks again Julius. A LinkedIn group was something I hadn’t thought off, I can definitely see the advantages of that for many clients.
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