Social Media Strategy as an Afterthought

I have a social media strategy.

Most of the businesses I talk with, approach their social strategy as an afterthought to their current business strategy.  I always ask, “What are you doing now to drive business in your door?” and the response is usually something like this.  “We’ll we run (chose 1 or more) radio, newspaper, TV, billboard ads and we have a website, oh yea, we have a Facebook page too.”

Bridge ending over the oceanTypically, the order of the methods they are using fall into the order which they started to use them.  So it’s no wonder that social media, which really has just emerged as a marketing tool is often mentioned last.  The challenge for a business is not to consider social media as an afterthought or fail to include it in their overall business strategy.

Every avenue to attract, engage and be visible to existing or new customers is a tool.  When planting a garden, you know you probably need a shovel, wheelbarrow, hoe, rake and a watering can.  Depending on the type of garden and what you are growing, you will use different tools at different times.  It’s the same with marketing.

If you’ve build your business on a successful platform of radio and print advertising, you are not about to stop what has worked to start a Facebook group.  You do need to start to transition some of your efforts to social and you can’t treat it as a step-child since every day it will become more important. Ford Motors will devote 25% of their marketing budget to social media this year.  What should you devote?

What about me, I’m just getting started with my social media strategy

What about a business that is just getting off the ground?  How do you treat social? Is it part of the strategy from day one, when you a developing a logo, color pallet and website or is it a phase 2 project?  To do it right, it should be evaluated and included in every step along the way and I’m going to tell you why.

Facebook, LinkedIn, Pinterest, Google+ all allow you to put your logo on your business pages.  Logo design should take that into account as the dimensions vary.  Same with images.  You probably don’t want your color pallet to look just like a Facebook page.  When your webpage is being developed, will you want social media icons prominent and visible?  How about a Twitter feed or a blog feed on the home page?  These questions are best answered early on.

By discussing and including these requirements in your initial planning, even if implementing social media is phase 2, you’ll be prepared and ready to smoothly  integrate and execute.


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