Social Media for Business: 5 Tips Before You Run

Seth Godin recently wrote, “Social media is a marathon, a gradual process in which you build a reputation. The best time to start was a while ago. The second best time to start is today.”

That statement is just as true for branding and PR of any kind. Social media isn’t a strategy in and of itself – these tools are valuable options for your overall marketing communication strategy. They’re different; yes, that’s true. The sheer number of options is overwhelming; that can be true, too. My mom taught me when the job seems too big, it’s ok to start small but start somewhere.

Here are a few simple steps you can take to begin your marathon.

1)   Spend time evaluating which social media options make the most sense for your brand.

Consider your primary customer base, your internal audiences, your products and/or services. Then research what the most popular and the niche social media platforms offer in terms of capabilities and reach. We can help with that.

2)    Identify who the influencers are online for your brand or for your competitors.

Research by industry, by key markets and by demographic. Listen to how they are talking about your industry, your products and your competitors. Social media is a part of your marketing communications strategy that allows for two-way communication direct to your customers and potential customers. It requires interaction with people, so listening is key. It won’t be effective if you simply repurpose other marketing materials and pump it out to the masses.

3)    Plan ahead. 

Editorial calendars have served magazines well for years, and they’ll be your best friend for creating content, whether for a blog, YouTube channel or Pinterest boards.

4)    Set a manageable schedule so that you can be consistent and stay engaged.

Consistently creating content, promptly responding to customers and proactively engaging influencers are some of the best ways to build a reputable and profitable social media program. You probably can’t do it alone. It’s best to identify a team and make a plan to hit the ground running. (Though keep to a reasonable pace – this is a marathon!)

5)    Write a crisis plan.

Just like in traditional public relations, planning for a crisis needs to happen before one ever hits. Take time to honestly evaluate where you are vulnerable and plan for the worst. Assign roles and expected length of time for responding to a negative situation. In a social crisis, things can progress very quickly.

(Note: Don’t let this fact scare you away from engaging in social media. The truth is, an online crisis can happen whether or not your brand is engaged. It’s better to have an established connection with your tribe before it hits so you can influence the conversation.)

Intentionally building your brand reputation takes time, and doing it through social media is no different. So, warm up, stretch and take the first few steps: It’s going to be a long haul but the pay-off can be big.