When implementing a social media strategy you can’t think of it as just a way to get people to notice you or your company. You need to think of it as some kind of genetic mutation of marketing, PR, W.O.M., branding, customer service, product development, feedback, networking, customer engagement, etc. Basically any anything else you can imagine thrown in there as well. Social media is not a term for something specific and concrete, it’s a way to define the tools used to proactively communicate with your customers, fans, investors, partners, friends, or anyone else who wishes to engage in a conversation with you or your brand.
When making a social media plan it’s absolutely imperative to your mission that you recognize how all the various departments within your company come together within your social media plan. Making your plan for just one single department is a sure fire way to ensure that your conversation level will be dismal at best, because weather you want it to happen or not people are not going to see what you are doing as just marketing, or just a bit of PR, they will think that you are trying to make contact.
So what’s next? Following up and being proactive about your plan. When you set up your listening tools make sure you capitalize on every chance you can to help your self, your brand, and your customers experience. Just listening doesn’t do any good, imagine if you were in a department store and you had a legitimate complaint and all the manager did was give you a dead pan look and walk away. You would be furious and probably never go there again.
Being proactive is one of the key tenants to social media, in fact it’s what creates the social part of that little phrase. If you don’t plan on following up and tending to your garden of social tools you might as well just take an ad out in your local paper and call it a day.