By Vicky Hastings, Managing Director, Maxwell PR
Rushing to have a presence on Facebook and Twitter, some communicators are surprised to find that instead of their organizations being popular at the social media party, they are either shunned or ignored. If that's happening to you, perhaps you're applying a traditional marketing mindset to interactive communications channels designed for two-way conversations—and damaging your PR career in the process.
Market or "sell" to members of social networks at your own peril. Instead of blasting self-serving messages, companies that listen and respond to fans' comments and questions, share inside scoops and perspectives and energize existing communities with relevant and useful content are experiencing increased consumer loyalty.
Yes, you can choose not to engage at all, but with minimal investment, social media is a powerful way to deepen consumer connections and prevent losing customers who won't tolerate not being heard.
If you've been puzzled by the lack of success of your social media program to date, take a step back and think through your objectives to determine why you've joined the conversation. Identify who else needs to be involved (customer service, marketing, leadership) to make your online presence authentic and engaging.
And apply these tips for effectively building community:
1. Be a good conversationalist. While it may be tempting to constantly push out marketing messages, you'll be more effective at engaging consumers and inspiring loyalty if you foster dialog rather than monolog. It's what social media platforms are made for. Listen and respond to consumers' comments, and shaping perceptions of your organization while addressing their interests and concerns. Talk about what the community cares about.
2. Be committed. Social media marketing isn't an endeavor you turn on and turn off at will. Once you begin communication programs encouraging people to talk about, try, believe in and care about your products, services and causes, you need to invest in them continually. Make this ongoing commitment and you'll be rewarded by lifetime relationships with a loyal community of consumers who may be willing to pay price premiums, recommend your products and even defend the brand, if necessary.
Be transparent—if your company intern is tweeting, that's OK, just don't try to pass him or her off as the company president. Consumers want real conversation with a real person, no matter who it's with, so be honest.3. Be a helpful resource. Provide information from a variety of sources that keeps consumers informed including meaningful news, comments and observations about other brands you enjoy as well as issues and nonprofits that matter to the organization.
4. Be patient. Building a community can take time but speeding the process can decrease a brand's ability to make a lasting impact.
5. Be human. Social media is not the place for marketing speak, so find your brand's voice and use it to show your personality.
6. Be flexible. Social media is always changing, so part of jumping in is preparing not to fight the current.
Right now these communities and conversations are living on Facebook and Twitter. Next year, the platform may be something entirely different. The important thing is to ride the wave and be ready to adapt when the tide turns. Stay engaged, assess shifts and be ready to adjust strategy and approach when needed.
Social networks enable you to find out what others are saying about your organization, keep an eye on positive and negative experiences and be alerted to potential red flags or hot topics—all tasks you as a PR professional should be performing every day. If you're not bringing that type of insight to your organization, start doing so immediately or run the risk of getting pushed aside in favor of someone else who does.
Remember, social media is part of integrated communications efforts, not a stand-alone initiative. Draw on your PR talents and skills to lead this effort for your organization—and for your career.
Vicky Hastings is managing director of Maxwell PR, a Portland, Ore., PR firm specializing in brand communications that strengthen consumer engagement and loyalty.
Nice article on integrating PR and Social Media Mindset
Posted via web from Media Collective -Social Marketing, Advertising And Nerdy Things MindShare & Beyond
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