Social media and social networking offer significant value and opportunity in a variety of ways and means. It is important to realize, however, that the ways in which we apply these solutions in the business world can be quite different than how we use the same tools in our personal lives.
In order to be used effectively and ensure the highest level of success, here are 10 simple rules of engagement that I believe will be helpful to anyone when designing, developing and deploying your own social networking strategy. No matter how big or small your company or business, from a Fortune 500 giant like Cisco to a small local start-up, these simple rules can and will work for you.
1. Have a plan that includes measurable success criteria.
As most of us know from first-hand experience, failure to prepare is preparing to fail, and every hour spent planning will save many more post deployment. The single most overlooked item I see most often in even the best plans is a process to identify and capture measurable success criteria. Whether it is number of impressions, overall customer engagement, or cost savings, define it in advance and refer to it while putting together your development and deployment strategy.
2. Listen to your audience and what it is telling you.
The good book of Usability teaches us to “know thy users, for they are not you.” Don’t assume you really know what they want. Interview and collect feedback during your requirements gathering. Be an active listener, interpret what your users are saying, and focus on tangible solutions based on what they are saying they actually need and want. You’ll be surprised at how often those are similar if not the same as your own. Customers are telling us something important every day, by word and action, but if we aren’t listening we can’t hear or learn from them.
3. Define your brand and align with profiles.
Establish your brand and stick with it consistently across all your social media outlets. Make sure your logo, your bio and your voice are the same in Facebook and Twitter that they are in your blog. If it isn’t you run the risk of creating confusion and missing your target.
4. If you don’t know, ask (or tweet) someone.
No one can be expected to know what they don’t know, or have all the answers. Ask someone who does. If they don’t know, chances are they know someone who does. This will also help expand your network and area of expertise. If you are looking for ideas and you ask your customers, and act on their feedback, they will know their opinion matters and that you are listening.
5. Focus and connect first with who you know best.
If your primary customer base is consumers, target them first before you begin expanding into other channels like the enterprise (and vice versa). This will save you considerable time and money in the long run and go a long way toward ensuring your initial success. It will also reduce risk and maximize value.
6. Actively engage with your customers.
Social networking is all about engagement. You may not have the time or resources to engage 1:1 with everyone, but you can amplify your powers of persuasion, establish empathy and build trust by connecting with your key customers. Create virtual conversations and platforms for discussions, but don’t overlook the real world. Tweetups are a great way to combine the two.
7. Track and report on usage and results.
Usage and tracking reports are available, free and easy to set up. The metrics they deliver are significant and important to your business — but only if you are paying close attention. Remember that these reports don’t really provide the answers as much as they offer a way for you to ask better questions.
8. Review, analyze, update … and repeat.
Engaging with your customers and having solid report metrics available is critical and should not be a one-time event. Not only should you plan regular reviews with your team to study and interpret, you must act on what they are telling you and apply accordingly. This is the path to constant improvement and will optimize and accelerate your overall success.
9. Manage your time effectively.
It would be easy to spend all day on Twitter and Facebook engaging with existing customers and prospecting for new ones. Unless you have unlimited resources, plan and schedule the time you spend in social networking and stick to it to avoid being overwhelmed. This will allow you to quickly identify the most effective and valuable use of your time … and time is money. Be sure to empower all of your employees in social networking and train them if needed.
10. Don’t be afraid to get your feet wet.
You have to start somewhere and there’s no better time than the present to get involved. If you already are active, try something new, like incorporating video. Whatever you do, don’t forget to have fun!
A few more points …
- Everybody wants to be popular. While popularity can build share, you have to reach and engage the right customers to be successful. It’s not about how many fans or friends you have on Facebook, or how many are following you on Twitter, it’s about who they are and what they do. Remember: Quality not quantity.
- Control your emotions and focus on persuasion, empathy, trust (PET). Don’t get caught up in flame wars or endless exchanges that will hurt you in the long run. The way you respond will be noted across your network. Be responsible and respectful at all times.
- Help, don’t sell. Reach out and others will reach back. Don’t be “salesy” or too direct. Your customers and your potential customers don’t have to be reminded about why you’re there.
- Be authentic. Don’t try to be someone you aren’t. Nothing reveals more about who you are and what you do than a video, so use your phone or notebook camera to show what you say. Post videos to your blog, create social media releases, and don’t forget to put them on YouTube.
Filed under: Facebook, Social Media, Twitter, Blogs, business, Facebook
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