All rightie…here I am with 3rd part of this series…
For a recap please visit: https://seeingfuture.wordpress.com/2011/10/08/social-media-what-does-it-take-to-get-noticed-part-2/
Content Creation & Coordination:
More than just a catchy tagline, the Social media program should have an overall voice, tone, and consistent message to communicate your product.
“…all too often businesses create profiles for their CEOs and then assign a minion to update the content.”
It depends. Both b2b and b2c brands need to establish specific people in their company as experts and empowered representatives, and
give them room to share their insights and personalities. Who doesn’t prefer a real person to a corporation? But beware: all too often businesses create profiles for their CEOs and then assign a minion to update the content. This almost always fails—not only is an intern ill-equipped to speak from the perspective of the CEO, but it reeks of inauthenticity.
Your PR agency likely has the writing skills essential for a meaningful social media presence. But do they understand the need for regular content and engagement? And the difference between old-school PR (push out the message to a known network of
media connections) and social media relationships (let people come to you by connecting with the community, speaking to their needs and offering good content)? This is the difference between inbound marketing and outbound marketing, the latter of which is
rapidly becoming obsolete.
Social media done right builds valuable relationships with clients or consumers. Done poorly, it’s irrelevant. Worse, an overly-promotional, inconsistent, or ill-managed presence can do real damage to your hard-won reputation.
- Why Social Media Should Not Be Defined (theengagingbrand.typepad.com)