Social Media: Evaluating Strategies and Tactics
Okay, you’ve set a relevant goal for your social media program, and you’re ready to get to the fun part—the actual strategy, tactics, and creative. How do you evaluate the hundreds of ideas that’ll be thrown around?
Well, you can start by asking yourself 5 questions:
- Does the idea support your brand’s objectives? It’s amazing how many people miss this. If you are, say, a leading manufacturer of consumer electronics who wants to do something that features LOLcats or dancing ketchup bottles, ask yourself: does this meme, no matter how popular, support my brand? If the answer is no, run away—fast.
- Can it only be done well in social media? Can you put this in a banner and have the same effect? Is it an internal video or motion graphics piece you really don’t want to have any comments on? If so, then it’s not right for social media. Successful social media programs have a compelling reason for people to engage. That reason may be as simple as a chance to win a prize by spreading an app, or as complex as committing to provide truly interesting content that people would like to decorate their profiles with—but there is always a reason to engage. If there isn’t, don’t bother.
- Is there any compelling reason people would want to come see you? Remember that word “compelling?” Here it is again. If you’re working on a social media presence—say, like a Facebook page or MySpace presence—ask yourself: is there any reason someone would want to come by my profile? Hang out there? Become my friend? If you can’t answer this honestly “yes,” rethink.
- If you’re producing content, are you offering something that Hollywood and YouTube cannot? This is a big stumbling block for a lot of people. They say, “Well, hell, how can we compete with Hollywood and millions of YouTube creators?” It’s simple: do something they have no interest in. Create video tutorials for your complex products. Do an opinion piece that counters the current wisdom. Put together an educational campaign that showcases your internal intelligence. There are a lot of things you can do. Just ask yourself if you’re doing something unique. If you aren’t, stop.
- If this is an ongoing campaign, do you have the resources to support it? Here’s something even the largest organizations overlook. An ongoing social media campaign is a commitment of time and resources. Are you ready to devote someone in your marketing organization to maintaining these conversations? Are you ready to hire? Or are you okay with bringing in an agency that does social media? If not, consider trying a point program like a contest, rather than a long-term program.
What do you have in mind? And how does it bump up against these questions?
