By Krishna De, CEO of BizGrowthMedia and Sage Business Expert
There is no question that social media marketing provides opportunities to extend the reach of your communications and has now become integrated into marketing and communications plans.
Perhaps you have started to use social media to monitor the reputation of your company, attract traffic to your website to read your special reports, monitor your reputation online and even explore new business opportunities.
The adoption of social media has now extended across the enterprise and is no longer only used only for marketing. You will find the use of social media tools in almost every business function from recruitment through to customer support.
However if you are just starting to explore how to use social technologies, the range of opportunities is extensive and the speed with which social media platforms change can make it challenging. So here are three areas to consider to help you plan how to integrate social media into your marketing programme.
1. Align your use of social media to your business objectives. Just as with all your marketing communications, it is important to connect your use of social media with your organisations goals. Reflect on your key priorities and then explore how social media tools could support you. Consider what success would look like for you so that you and how you will measure your success.
2. Review where your target audience is participating online. If you were to place an advert in a newspaper, you would want to target your investment in a publication that your potential client is reading. We can take that same approach when it comes to developing your social media plan.
By identifying what social technologies your prospective client is using and the kind of content they are interested in learning about will help you decide where to invest your time rather than dissipating your efforts over numerous platforms.
3. Examine what resources your will need and that you already have at your disposal. While engaging in social media platforms requires no or little financial investment to set up an account, it does require time to develop and implement your content plan and may need some support design and web development support.
Consider who will be able to support you and if you need to invest time in educating yourself or one of your team to help you get off to a great start. It is also important to develop a social media policy (http://krishnade.com/social-media-policies) to help you manage your online reputation.
To help you develop your social media plan you can download this B2B Social Media Checklist to get you started. You can leave your comments and questions below or on the Sage Facebook Page and we will address your queries in a future article.