Laying the foundation

I wanted to mention this important point, at least one more time.  As you begin working with social networks and media, please make sure you have the time and resources necessary to pull it off and make it happen.  Probably the worst thing you could do is start a page, and then not update it or do anything with it.  Just a reminder.  Social media cannot be static.

As with anything else in business or life, it’s good to have a strategy on how you intend to use social media.  So, as you think about this, here are some questions to answer:

  • Why am I using social media?
  • Who do I want to reach?
  • What result would I like to see happen?
  • Who can help me achieve my goals for social media?

1. Why do you want to dive into social media?  Is it because the company down the street is?  Is it because “everybody’s doing it”?  Are you keeping up with the Joneses?  If your sole reason is any of the preceeding reasons-don’t do it based on that reason alone.  Just because everyone is doing it, doesn’t mean their doing it for the right reason(s).  Think through this question.

2. Who do I want to reach?  As with most marketing ventures, oh, and this is a marketing venture, you’ll want to determine who you want to target.  The target audience will help determine what site(s) you want to utilize and which ones you don’t.  This question is important.

3. What result would I like to see happen?  Let me be very careful here.  There is a certain approach you need to take toward social media.  If you want to make just another avenue to sell something-don’t do it.  If you’re legitimately interested in building a long term relationship with your customers, now you’re on the right track.  Social media is about relationships, not selling.

4. Who can help me achieve my goals?  Who in your company can help you make this venture a success?  One department you should work with is marketing.  From an organizational standpoint, they can help you with the management of images for your company, help maintain the brand image and help these sites look like they belong with the rest of your initiatives.  You might also want to see who in your company uses social media to ask them how they use it, what they do with it and what gets their attention when they’re online.

These are just some initial thoughts.  Work through these questions today and I’ll be back with more, tomorrow.

Have a great day!



1 Response to “Laying the foundation”

  1. 1 Jeff Runyan
    April 2, 2009 at 5:56 pm


    This is a big help I will be checking back for more thoughts and ideas.


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