Like a Business Plan or an I.T. Strategic Plan you should know why you are using Social Media Networks. Most businesses are oblivious to this marketing phenomenon and really don’t understand it’s value. The challenge is that when someone asks what it is, they talk like it’s a bunch of friends getting together for coffee and chatting it up. It’s more than a water cooler. In my opinion, FaceBook has cornered the market on catching up with old school buddies but it really hasn’t figured out how to be more than a playground for old friends on recess. Just my point of view, you may feel different about it.
If you think you have to have a large business to enter into the Social Media arena, your dead wrong, all you need to do is build a plan, then you will experience it’s true value. Despite what you may think, it’s not about advertising, positioning and jockeying for the #1 spot on Twitter Grader, that isn’t the goal. Google does this already but doesn’t tell you their secrets on how they control who gets ranked the highest. If you don’t plan the use of this new marketing environment you will waste time and wonder what happened, you’ll wonder if it wasn’t a distraction from you current goals and objectives. You will eventually use those tools as one way to measure your standing but you will be planting a banyan tree so don’t expect an immediate return on your investment.
So what’s am I talking about?
Let’s assume you have a business plan and you actually sat down and built an I.T. Strategic Plan, which one does the Social Media Strategy fit into? Truthfully? It doesn’t fit into either, it should be in your Marketing Strategy, unless you’ve decided to build your own Social Network, build a team to run it and build the infrastructure to support it, only then should it go into your business plan as a way to promote and develop brand. I’ll also assume you have a good understanding of the fore mentioned plans, if not, go study them before you start down this trail.
Building a large following is not as hard as it may seem, it does requires time & effort, it also requires a carefully crafted message to ensure you obtain reach that will generate activity and eventually revenue. So, your vision should be more about how you will use it rather than making it an entity all it’s own, where will it fit in the marketing strategy and what resources will it require, how big will it be and who on your team knows anything about it? Do you need to hire a consultant to help you incorporate Social Media into your marketing efforts? The questions are many and there many of us that can guide you to a sound plan in using the likes of Twitter, Facebook, LinkedIn and the great many others.
First Steps:
1.) Review your Business Plan
2.) Review your I.T. Plan if you have one
3.) Build a team to work with a consultant
4.) Hire an outside consultant to walk you through the need for Social Media Marketing
Wading into the Social Media Environment doesn’t have to be difficult, get help and build your plan. Until next time, be good, if you can’t be good, be yourself 
A plan. Now imagine that. I think you make a good point which is true for both business and pleasure. So many individuals sign up for a social networking platform (e.g. Facebook, Twitter, LinkedIn, Orkut) and then don’t log in very often or engage. Then they wonder why they are on there and what’s the point.
Whether you’re a business or an individual, having a purpose for your presence on social media will make crafting that plan so much easier!
Thanks, good read.
In thinking about this, I’m reminded of several business plan software programs that came on the market several years ago (such as Business Plan Pro), and am wondering whether there could be a market in developing a similar tool for putting together a social media marketing plan? With all the confusion surrounding social media marketing out there, coupled with the need to get organizations up to speed as quickly as possible, might this not be an attractive alternative for the do-it-yourself small business types?
What do you think?
@jenajean
The planning of Social media is a marketing thing in my mind so those applications only handle part of the strategy for Social Media Networks, but, the same principles do apply. That’s a good thought if it truly is different than business planning. Thanks for your comment.
Good point on the planning and off course, having a goal. Many people are just following the trend without knowing why they do it.
Me and my brother have put together a software and a system, that aid members in their execution and follow up of social marketing activities.
I liked the idea from Jenifer, maybe that is something that we will do as well.
great post and great comments.
This is such good advice. I have started putting together my social media plan and would encourage anyone else that is wanting to utilize this medium to do the same. You only get back what you put in…
Owen,
I like your approach. I think it’s also important to note that when joining a new media site to think about the audience that each of these sites cater to. Think about how demographics differ across facebook, LinkedIn, Twitter, etc. It’s true that social media is not just for the younger crowd but your approach must be targeted. For example, my business helps service based professionals manage their referral relationships. We connect with people in targeted groups and craft effective messages. Thanks for the social media plan.
Ben S.
Marketing Manager
Referral Key
http://www.referralkey.com
Owen,
I just subscribed to your blog and thanks for the social media marketing plan. I think it’s also important to note, you have to cater to your audience. Don’t blindly join every new media site because it’s cool. Your target audience may be on Facebook and not twitter. It’s important to do a little testing and research and pick the appropriate strategy.
Ben S.
Blog Manager
Referral Key
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