Event in Focus
Workshop on Social Media Strategy with Outsource Communications
There has been a lot of talk on social media lately – with specialists everywhere telling you why you need to use it and what it can do for your business. On January 18, AmCham Belgium and Outsource Communications teamed up for a hands-on workshop aimed at giving you the tips and tricks needed to launch a successful social media strategy. AmCham Connect’s Patrick Camal reports.
Over half of all social media users are, in some way, connected to various brands and companies. Whether this is through following a feed on Twitter, reading a company blog or liking a specific brand on Facebook, the bottom line is you simply cannot ignore social media.
Despite an apparent abundance of clever approaches to social media (as well as many ill-advised attempts at using them), many questions remain unanswered as to how precisely one’s company should join the dance. That is, how can a business use social media without risking a PR mishap?
“To paraphrase a now famous tweet from Google analytics evangelist Avinash Kaushik, ‘Social media is like teenage sex – everybody wants to do it, nobody knows how’,” said Communications Consultant, Davy Vandevinne. “And those who have already done it wonder why it wasn’t better.”
Think and Plan
No one should jump into the social media arena for the simple fact that ‘everybody else is doing it’. Before launching an online identity, one must first define clear goals. For example, you could use social media to improve the reputation of your organization, find new employees or promote your products to a new audience.
Just as important, you need to define a clear target audience. “What social media platforms do your target audience use and how do they use them? Do you really need to be on Twitter?,” asked Vandevinne. “With approximatley 200,000 users in Belgium, it might not be my first bet if I want to target a large crowd.”
Once you know where you are talking and who you are talking to, the next step is to look at what you are going to say. In other words, make sure you provide compelling content that you can build a corporate story around.
When drafting content, keep things simple. Avoid (admittedly) boring financial results or the mere reiteration of top stories that are already part of your marketing campaigns.
“It’s all about storytelling,” observed Vandevinne, “Find your hidden treasure – stories that are not yet suitable enough for a press release, but say something about what makes you special. Reflecting on your core values and goals often makes for interesting stories.”
Listen, Listen, Listen
Social media is really about conversations – and any good conversation starts with good listening.
“Be aware of what people are saying about your business,” said Vandevinne.
To underline the critical importance of monitoring one’s social media platforms, Vandevinne pointed out a Twitter feed marked #NMBS #fail that displayed a long list of bitter comments with no reaction from the provider. “What this says is that this company obviously doesn’t care.”
Share and Participate
The last thing you want to do is to engage in a monologue on your own page or publish conventional information. “Let people be part of your story,” noted Vandevinne.
For example, in 2009, crowds of web users felt involved in the birth of baby elephant Kai-Mook at the Antwerp Zoo, witnessing the pregnancy and the delivery via social media. The online campaign attracted more than 200,000 visitors to the zoo.
Be Yourself
Although it might sound self-evident, ‘be yourself’ is a tip that should not be overlooked.
“If you’re boring, don’t try to be hip,” said Vandevinne. “Be careful to be the same person on all the social platforms you are using.”
Become a Social Company
With all of this in mind, the only thing left to do is jump in. But remember, social media is a social setting and the same etiquette as any social setting should apply.
“Above all else, be nice – and don’t be afraid of transparency,” said Vandevinne. “And keep an open and trusting outlook – social media works best when you let go of the reins and let your employees become your brand’s social ambassadors.”
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