Social Media Tips for Companies

Emily MacNair - May 7, 2009

Social media networks are valuable for marketing as they enable companies to build a personality outside of their website, express points of view on various topics and share their industry expertise within communities where they can build relationships with potential customers.

Social media marketing is becoming more and more prominent, however, building a company presence can be a headache if it is not approached in a thoughtful manner.  It seems as though many companies are not sure how to begin even though they may be familiar with channels, such as Twitter and Facebook, on a personal level. To get started on the right foot, there are a few things to take into consideration.

The first two questions that are important to answer are: “Why should my company have a presence within the channel(s)?” and “What should my company strive to achieve (what are the goals) within the channel(s)?”  Without being able to answer these questions, how will you know if you are successful?  Once you can answer these, you may also find it a bit easier to establish a “voice” for your company.

Take into consideration who will be managing the channel(s). This can be approached in different ways.  For instance, have you decided to launch a social media presence for customer service purposes?  Or, is your presence intended to be a means for your company leaders to share information or industry specific news from a management level perspective?  The voice that you portray and who manages your channel(s) will obviously go hand in hand.
 
You should also know your audience. Once you identify who you are trying to reach, you can determine the channels that are the best fit for your company. Don’t forget to research smaller, industry specific communities that may exist relevant to your business.  Individuals within these niche communities will likely be better targets for potential customers.  Although there will be a smaller audience, the audience will likely be more relevant for what you have to contribute. Recognizing your audience will also help you to tailor your messaging. Should you share industry information, promotions, special offerings, company news, or all of the above?

Without knowing the answers to the questions above, you may find yourself without a clear direction for your social media marketing efforts, leading to a disappointing or overwhelming experience.