10. LISTEN.
Find out what your audience is saying about you and where. “Listening” is the first necessary step that will help you create a strategy for your social media program. Can’t afford fee-based tools? Try a combination of free tools, such as Google Alerts.
9. STRATEGIZE.
Use your current brand positioning as an umbrella when crafting your strategy and voice for various social platforms. It’s equally important to stay true to your core brand to connect with your target audience in a style that suits each community.
8. PRIORITIZE, THEN PROMOTE.
There are countless social networking sites. Create a strong presence on one at a time. Better to excel at one than fail at many.
7. DON’T BE BORING.
Commit to providing fresh, relevant information on a regular basis; the keywords being “relevant” and “regular.” Provide timely, insightful, interesting posts and responses.
6. REMEMBER THE 80/20 RULE
About 80 percent of the information you publish or share should be useful for your audience. No more than 20 percent should be about your products or services.
5. BE AUTHENTIC, NOT ROBOTIC
Don’t try to be someone you’re not. Social media is about building relationships and trust. Be a phony and people will read right through it.
4. BE SURE YOU’RE HEARD
If your audience isn’t there when you’re talking, use tools like HootSuite and SproutSocial to schedule posts when they’re around.
3. OPEN UP FOR FEEDBACK
When people use social media, they’re not only interested in reading; they often want to express themselves too. Regardless of what social media outlet you use, allow for two-way conversation and feedback.
2. DON’T GUESS YOUR SUCCESS
It’s the analysis of social media numbers and insights that should influence your strategy and measure success. HootSuite, Google Analytics, Facebook insights and Twitter Counter are just a few tools that can provide you with valuable user information.
1. TWEAK AT WILL
Based on feedback and analytics, adjust your efforts to ensure you’re bringing your online personality to life, maximizing effectiveness and achieving your goals.
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Josh Bunn is interactive manager at smith&jones in Sturbridge. Contact him at joshb@smithnjones.com
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