Just like a business plan or a marketing plan, businesses that use Facebook, Twitter, LinkedIn, blogs and other social media resources need to develop a social media plan. That plan should include what resources you will use, what value you will create with them, and how you will grow your following.
Determine What Resources Are Of Value
Different resources attract different participants. While Facebook will be interacting with an individual often sitting at a PC, individuals using Foresquare are normally on the road with a mobile device. Some users will use only one means, but many will use both. And while a business needs to tweak for each resource, it needs to keep it’s general message consistent.
Create Service And Value
Too many businesses want to just post something on their social media resources and then leave it alone. That’s the wrong approach. Businesses need act. They need to do something that will benefit the persons they are corresponding with. Anything from a tutorial on how to use a product to a request for the completion of a survey can get social media participants to act. And when they act, you know you have created value for them.
Interaction With Customers Requires Authority
In many cases when you hire someone to interact with a customer you need to grant them authority. This is especially the case in social media. Social media often entails one to one contact between your representative and your customer. That representative needs to have some authority to make decisions that will be representative of the company. This increases the value of your social media site to your customer.
Grow Your Following
In most cases businesses are out to increase their customers. Social media can enhance this effort by growing a business’s connections. To do this a firm must make use of it’s current connections to gain new ones. One way to do this is to create content that goes viral. Do or create something that your current following will tell others about.
Change Your Plan
Just like your business plan, your social media plan should always be changing. Competition, market conditions, and many other factors that are regularly changing influence the company mission. And when that mission changes, so do the plans.