To Catch a Social Butterfly
So you want to have fun, engage in this social stuff catch a few million social butterflies and continue the good reputation of the company? Where do you start? You have a Facebook account right!!
Well according to Kaplan and Haenlein (2010) their five points to using media are, choose your Social Media application carefully, there are many Social Media applications and you cannot participate in them all. Choose a Social Media application which is populated by the demographic you are targeting, be active where ever your customers are. Pick an existing application or make you own. For most NZ SMB designing your own application is not a possibility so they will use an application like Facebook or Twitter. The benefits of using an existing application is reduced setup costs and access to their user base. The disadvantage is they can charge you what ever advertising rates they want and you are stuck with their application limits.
Ensure activity alignment. Consider how your products show on Social Media applications, or do you need to use a combination of applications? An example of this is a YouTube video embedded in a Facebook feed. Media plan integration then becomes important. How will this Social Media integrate into your tradition media. Kaplan and Haenlein states integration is the key, your message should be same no matter if on a bill board or on your Facebook page.
Their final point to using media is create access for all. Make sure sure your business employees have access to your Social Media website this will allow them to see what is happening and visualizes the companies direction. Singing from the same score sheet rings in my ears.
Kaplan and Haenlein (2010) also give five hints about being social.
Firstly be active make sure your content is fresh and you answer questions or comments posted by your customers. Participating in open active conversation shows your business listens to its customers. Be interested boring content is not worth reading, relax spice content up gives better engagement. Ask your customer what they want to hear about, then develop content based on this research.
Be honest your social reputation can be bruised very quickly, especially if you do not follow the rules, remember your customers using Social Media are technologically capable and talk to each other. Where are you going to hide?
Have a question or something to say leave a comment below.
Kaplan, AM & Haenlein, M. (2010). Users of the world untie! The challenges and opportunities of social media. Business Horizons 53(1), 59-68.