If you haven’t taken your brand social, you should. But first you need to understand the rules of social marketing. The following are the top 5, but as the social world changes from day to-day, you may want to take a more strategic approach, and hire an agency (like Launch Interactive) to help you develop a plan that makes sense for your business.
Rule #1: Know Your Customers
You probably already know who’s buying your products or services, but do you understand their media habits? Or how they want to hear from you (phone, email, social networks, etc)? And how they want to interact with your brand? It’s not too hard to ask these questions in a survey or even when they come in to your place of business. But to put the feedback to good use, you need to follow Rule #2.
Rule #2: Listen
It’s one thing to ask the question, it’s harder to listen to the answer, because it may not be what you want to hear. There are many ways to listen to your customers. Many businesses are taking advantage of social networks to see what people are saying about their brand. So visit www.socialmention.com or www.howsocial.com and start listening to what people are saying.
Rules #3: Facebook isn’t for Everyone
Yes, Facebook has over 500 million active users, but not every company needs a Facebook page. It kills us to see companies jumping on Facebook and never posting. Why waste the time? But if your customers are on Facebook and you have something to say about your brand on a regular basis (at least 3 times a week), than Facebook may be right for you. And the stuff you say on Facebook should not be all self-serving — see Rule #4.
Rule #4: Engage
Make sure all of your social activities speak TO your customers, not AT them. Also, find ways to engage and interact with them, by asking questions, polling and offering special promotions. Treat your loyal followers as friends and they will stay with you.
Rule #5: Track
If you are going to participate in the social sphere, your need to have a plan and you need to be able to track your progress, whether its # of new customers, followers, coupon redemption, Likes, etc. Make sure someone is reporting on the numbers so that you can justify the time and money involved in being social.
