Your Social Media To-Do List

Your Social Media To-Do List

Issue: 

2011, March

Social media has taken the industry by storm, and many direct marketers are wondering where to invest their time and energy. To help you and your clients get started, here is a social media to-do list to focus your efforts.

Social Media Strategy

Though more than half of all large companies claim to have a presence on Facebook and Twitter, less than 25% claim to have a clearly defined social strategy. Since there is such a thing as a social strategy
(http://slidesha.re/icNAub) complete with CEO-pleasing metrics, I urge you to begin here.

A Dedicated Social Chair

In 2010, social media was assigned to the junior staffer who just happened to have the most friends on Facebook but was hardly an expert. For 2011, you need to assign at least one dedicated professional
who can champion social strategy internally, while coordinating execution across all the departments it can and should touch.

A Metric System

Given all the roles social media can play – from customer service to new product development, word-of-mouth to lead generation – putting precise metrics in place is challenging, even for those with well-defined strategies. But tools are emerging from software as service companies like HootSuite and ArgyleSocial that should make measuring results easier and well within your budget.

An Aggregation Plan

One of the unexpected benefits of a strong social program is its potential to significantly improve organic search results. But in order to turn social content into the gift that keeps on giving, brands need to aggregate and archive the content on their own websites. Small brands will want to look at Hubspot (http://bit.ly/Drew_HS); large brands, IBM (http://bit.ly/cFXGCx).

Customer Feedback Loop

While listening to the customer has long been an important business credo, it is only lately that marketers are turning to online tools like Get Satisfaction (http://bit.ly/fu7B8p) that truly enable and
track instantaneous feedback. In 2011, offering customers the ability to engage with fellow customers right on their website will become more the rule than the exception.

Social Business Engagement

In the brave new world of social business enlightenment, all businesses are social – and all social is business. Even large companies will want to present all their employees with unfettered access to
social media tools. These employees will quickly realize that social marketing can drive sales, service customers and even help with new product development, not just now but for the future.

Drew Neisser is the CEO and founder of Renegade, the NYC-based Social Media and Marketing Consultancy. Drew is a frequent contributor to MediaPost.com, FastCompany.com, TheDrewBlog.com and Twitter.com/DrewNeisser.

Author: 

Drew Neisser
Drew Neisser's picture

Drew Neisser is the CEO and founder of Renegade, the NYC-based Social Media and Marketing Consultancy. Drew is a frequent contributor to MediaPost.com, FastCompany.com, TheDrewBlog.com and Twitter.com/DrewNeisser.