3 Steps for Creating a Social Media Strategy

Social media is all about engaging with people whether it be clients, friends, or relatives. As Li Evans of Serengeti Communications explains, “Everybody likes to share, and they like to share a story.”

She goes on to tell WebProNews that businesses are just now grasping how they can use social media. If they create valuable content, she says people will share it, which will expand their reach.

Contrary to some beliefs, effective social media marketing is a lot more than simply having a Facebook page. Evans says businesses need to, first of all, understand where their audience is. Although Facebook and Twitter have exploded in popularity, it doesn’t mean that your audience is there. If this is the case, these platforms will not be effective for your business.

It could be that message boards and forums are where your audience is. Although these areas have been around since before the term social media was even coined, Evans believes they are still very powerful, have a large reach, and rank in search engines. Other effective platforms include ratings and review services and location-based sites.

Secondly, businesses need to understand what their resources are. It is important to realize what you are capable of doing before you jump in. Otherwise, you could quickly get overwhelmed, which could lead to failure.

Thirdly, businesses have to listen to what their audience is saying. Just as businesses need to understand their resources before embracing social, they need to do a lot of listening too. If not, Evans says it could be compared to petting a shark. Businesses should know what is acceptable and what is not before they embark on a social media campaign.

Once a business applies these 3 steps, she says it can build a social media strategy.

Ghost Tweeting: Right or Wrong?

Earlier this year at SES New York, Guy Kawasaki raised quite a stir when he gave his keynote address regarding his use of Twitter and specifically, his use of ghost tweeters. Although many SEOs disagree with the practice, Li Evans of Serengeti Communications defends him on the grounds of marketing.

Kawasaki’s use of Twitter became a problem when some people discovered that he had ghost tweeters but didn’t disclose it. Although he does disclose now, Evans says people need to understand that Kawasaki is a marketer. With marketing, the message plays one of the most critical roles.

In an interview with WebProNews at the BlogWorld Expo 2009, Kawasaki responded to the criticism of his ghost tweeters by saying: “At the end of the day, the ultimate test is not who tweeted it, as much as, is it interesting.”

According to Evans, the core issue is the expectations of the audience. Ashton Kutcher is an avid tweeter and his followers know it. On the contrary, 50 Cent has other people tweet for him; although it doesn’t make everyone happy, his followers know that he is not tweeting on his own.

In regards to business usage of Twitter, Evans recommends planning a strategy to determine the best way to meet the audience’s expectations. If the expectations involve more than the business can do on its own, make sure to disclose whoever is doing it. Otherwise, the business could lose its credibility.

Do you think ghost tweeting is wrong if you disclose it? What does your audience expect from you?