Foundations of a Social Strategy

A social strategy is not limited to the integration of social media. The “social” aspect of the strategy has implications for the organization as a whole , not just for the marketing department.

A matter of culture, not only technology

Companies do not control well their Web presence, and the problem lies more in their approach than in the tools they use. Companies continue to use social media as a megaphone, transposing the unidirectional approach of traditional and new media channels. Your entire organization must adapt to the consumers new habits.

Strengthen relationships with your customers

You know that retaining your current customers costs five to ten times cheaper than getting new customers. Efforts should therefore focus on enriching the relationship with your existing customers rather than frantically searching for prospects on social networks.

Automate to increase productivity

Many actions can be automated via online tools to help you focus your efforts on the content, and therefore on the value you offer to your community. For example, the use of social management platforms like Hootsuite facilitate the work of publication, dissemination and monitoring of your networks.

Calculate the value of your social consumers

A company does not engage in social media for pleasure or fad. Do not forget your business goals! You must develop indicators to allow you to calculate your return on investment (at least minimally) . Obviously, to calculate the value of a social consumer, you should know them well ! Build your personas .

Set up a content strategy

Determine the message you want to convey to your target in all content that you post . You must ask what interests your target and is likely to keep them interested . What are the problems you bring solutions ? What can help make life easier for your current or future customers? Users search for information, not promotions or advertisements.
Your message must be available in sufficient forms of content to be able to power your communication channels over the long term. Question the relevance of your content. The subject is it worth now? Is it popular? Is it time to talk ? What your competitors are doing to about this? Will you have enough content to talk for a month?

The Web is multimedia

Web content is not just text. Your content can be broken down in many formats: photographs, graphics, audio or video clips .
Speaking of video, the media is very popular with surfers and that conveys your message from a different angle than a blog post . You can also make “live” interventions on the web: workshops, conferences, product demonstrations, etc. An infographic also can present information in an attractive way (eg. statistics or the results of a study).

Mobilize all of your resources

Companies tend to be in the hands of a person any responsibility for their presence on social media. This is a bad idea, because this presence, this digital identity should be a reflection of the corporate culture.
It is essential to have a responsible coordinator ( a community manager ” for example), to involve all your employees, in a simple but structured way. You can arrange a meeting to discuss the objectives, taking into account their suggestions and concerns, structuring the role they can play in these new communication channels. So you can more easily implement a policy or terms of use of social media.
In Web 2.0, each user is a medium. Before conquering the “webiverse”, mobilize your troops! If you’re struggling to involve your team, it may be difficult to position yourself effectively on social media. Conversely, if you manage to create an internal dynamic, you will get amazing results.

Many companies and organizations have used my services for training workshops on social media for their employees.

This kind of initiative will launch the debate and pave the way for a dynamic communication strategy : dispelling fears, make suggestions and strengthen the sense of belonging.

Originally published in French “Médias sociaux — Les fondations d’une stratégie