The PR profession has seen significant growth in social media marketing. There is a lot of chatter on how to best participate in online environments and networks and utilize the latest apps and technologies. One area of particular interest, however, is the initial strategy piece of social media marketing.
Now that the “what is social media” question has been chewed over for several years now, how can PR counselors be more strategic in this category? Here's a starting point: ask good, thought-provoking questions and seal the deal on clear objectives.
Presence vs Participation
We’re seeing a strong desire from CEOs and marketing managers to connect with key stakeholders online and experiment with or enhance social media marketing efforts. This is commendable and encouraged as it demonstrates a willingness to better understand the customer, grow as a brand and be open and involved. But Jason Heller from Online Media Daily shares a relevant concern about assertive statements (e.g. ’We want to do something in MySpace.’ ‘What about Facebook?’ ‘Second Life?’ 'Twitter?' ‘We need to do a viral campaign.') that are "without respective objectives.” Yes, many of these platforms, networks and technologies are great places for a brand, but first, some desired objectives please.
Heller also draws a nice distinction about forced social media marketing: “presence” versus “participation.” Participation requires a thoughtful strategy and a serious time and resource investment. While participation is certainly ideal and presence can be generally valuable from an awareness point of view, when done without a strategic vision there is simply more at risk. Like what? The potential to fail in “clear sight of your most valuable consumers and brand advocates.”
Social Media Marketing Strategizing
The abovementioned statements and questions are examples of how brand managers want in but may not understand what would be the most meaningful, appropriate and strategic way(s) to be in. That’s when as communications professionals (in all industries) we have a responsibility to help guide that strategy based on a deep knowledge of the business and opportunities, an understanding of social media marketing best practices and use of the right tools, OR, by pulling in the smart resources and experts out there to partner with for sustainable social media marketing projects.
What are some of the questions and considerations to ask or ponder when shaping a social media strategy? Lee Odden from Online Marketing Blog throws out a few common outcomes for when talking about goals or strategy, including driving traffic for ad revenue models, building links for SEO or increasing brand visibility and authority. And when asked to strategize social media marketing initiatives for brands, Heller suggests first starting with “Why?” A standard reaction? Hopefully. Smart? Yes. He goes on:
“What are your specific objectives? Engaging and developing brand advocates? Establishing or expanding your consumer feedback loop? Creating additional media reach? Dissemination of marketing activation like coupons, incentives? … Does the combination of your existing brand personality and assets lend themselves to engaging consumers, or do you need to create new assets and a brand personality extension to accomplish your objectives?”Simply doing it because everyone else is just doesn’t cut it. It needs to tie back to business and communications goals. Then, the value derived from the social media marketing effort becomes much clearer, rewarding, and – important to ROI – measurable! Hello KPIs.
Katharine (Kaboord) Mudra
Beehive PR
