Are you working on your 2012 social media strategy? Wondering which platforms to choose? Keep in mind that the most important part of your social media strategy – is your customers.
I attended a great Twitter Chat this week at #getrealchat, where Pam Moore interviewed Samantha Ogborn, who handles social media for Walgreens. When you think of a major brand using social media, you may think of big budgets, a large staff, a long list of cool resources, but one of my favorite takeaways from the event was a statement that illustrates the basic focus for any company’s social media strategy: “As long as our customers are social, we will be social.” Samantha Ogborn
Spending time learning how to use one or two platforms that you enjoy may not produce the results you want if your customers (and potential customers) are not on those social networks. So before you put a social media strategy into action, do some research on where your target audience is hanging out.
You may find it helpful to choose one of the largest social networking sites (Facebook, Twitter, LinkedIn, YouTube) to get started and then choose a second, more focused social networking site based on your target market. Pinterest is the latest up-and-coming site and appears to have great potential for anyone who wants to showcase products, décor or design. Sites with a more localized focus like Foursquare or Merchant Circle can be used effectively for reaching an audience in your local area. Are moms your target audience? Café Mom has been a very successful social site for quite a while. Think like one of your customers – which social sites would you spend time on?
Not sure where to start your research? Do you follow a successful business person who markets to your target audience? Take note of the social media sites where they have a presence and get ideas from someone who is having success on those platforms.
It’s easy to get overwhelmed with all the new social networking sites popping up or the major changes rolling out on the sites you’ve been using. Not every social networking site is right for every type of business. Your business can have great success using only 1 or 2 platforms; if you choose the platforms that your target audience spends the most time on and make your customer the most important part of your social media strategy.
About Terry League