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Is Your Social Media Strategy Giving You Results?

April 12, 2011 | By | One Comment

If you’re not getting what you want or need from your social media efforts, maybe you need to revisit your approach and your strategy.  Like Gartner stated in a research study on ecommerce, many tools are emerging to help manage your reputation, but effective strategy should precede any technology.

A trusted consultant, Debra Ellis, has put together some things to consider that could be going on if you find that your social media activity is not bringing you business results.  Think about the following:

  1. You may not have a social strategy. If you add up everything you’ve done on Twitter, Facebook, LinkedIn (following, gotten followers, tweet, mention influencers, post status, post links, comment on blogs, etc.) it equals activity not a strategy. Without a defined strategy it’s like running in place; you’re working out but getting nowhere.
  2. Conversation trumps conversion. If you’re having conversations but no conversions through social media, then consider where your focus is. Your conversations should be moving people into the buying cycle.
  3. Your customers aren’t a part of your community. In the brutal world of internet marketing and e-commerce, you need all the allies you can get.  Are you talking at them?  Is anyone listening?
  4. People don’t know what you want them to do (or how to do it.) If you’re asking someone to DM and they’re new to Twitter and don’t know what it means, they’ll probably not do anything instead of asking for fear of being embarrassed.  Don’t speak over them.
  5. You don’t have a social media participation policy. We’ve seen many examples of social media mistakes by employees. If you don’t have a policy or guidelines in place, it’s only a matter of time before someone blunders.  Think long and hard about social media compliance.

Got some other recommendations?  Please share.

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