What happens when you don’t plan your use of social media? The same thing that occurs with any other PR, advertising and marketing communications tactics. You end up doing the wrong things, at the wrong time, with the wrong focus.
If you don’t plan, you:
- start doing before listening.
- think social media is traditional marketing.
- won’t know how social media fits into your company’s overall strategy.
- don’t recognize how social media should complement your overall marketing strategy.
- won’t know who to engage and where to find your audience.
- can’t know if the bulk of your customers are or are not online.
- won’t know what it is you want to get out of social media.
- approach Twitter, Facebook and LinkedIn as strategies.
- won’t know the difference between a group page and a fan page on Facebook.
- believe the here-and-there-post approach to blogging will build an audience.
- think the number of fans/followers is the only metric that matters.
- can’t decide who from your company will engage your online audience.
- fail to determine how much time to spend on social media.
- believe you control the message.
- assume that social media tools don’t have a cost.
- ignore setting accurate benchmarks.
- won’t hone your message for simplicity and clarity.
- pass up the opportunity to demonstrate what you know.
- ignore the fact that social media tools are temporary.
- expect to only get when you don’t give.
What would you add to this list?