I am lucky enough to be involved and instrumental at the idea stage of social media strategies & campaigns for my clients. Laying the right foundation before venturing out with your brand online is crucial to your online success. By just having a Youtube, Twitter and Facebook account is not enough, they need to be used strategically as a way not only to communicate with your customers and prospects but also as a way to listen and learn from them.

Most companies nowadays have set up their social media accounts but do not seem to have much of a plan to get from A to B. When I start working with someone whether they have a social presence or not I like to take it right back to the beginning and ask these four very important questions;

  1. Who is your audience?
  2. Where are they?
  3. What are they saying and what do you want them to say about your brand?
  4. What will add value to them?

By asking these four questions it starts to make you think more strategically and wider about your social media output.

  • Who is your audience?

Knowing who your audience is sounds obvious but have you honestly written it down and clearly defined who they are?

For example; Not only do I use social media as a way to connect with future clients but I also use it to stay connected, learn, collaborate, gain feedback and to also help others. So in effect I am not just tailoring my output to suit new prospects but to also start conversations to stay connected and to surround myself with people that give me good advice and feedback while producing content and giving my time to those who could learn from me. So I have a huge potential audience that I need to reach out to and touch and only then when I add value to them do they decide to join my network.

Even though most companies go online to build their brand and to drive new business they forget that their audience could also include sponsors, share holders, board members, fans and influencers. Gives you something to think about hey?

  • Where are they?

Now you know who your audience is, you then need to find out where they are. You cannot always expect your customers to come to you or your website. You need to be a part of their conversation on their turf and provide them with information in the way they are willing to receive it. Once you know where people are talking and sharing you then need to build a consistent presence where people can rely on you to be there and to participate.
An analogy that I use when explaining this to people is; when you are fiends with someone you do not just pick and choose when you want to talk to them and how often and you certainty do not talk to them in corporate jargon. Its all about speaking the language that they understand while being consistent and being there for when they need you, in return you will attract loyalty and trust.

  • What are they saying and what do you want them to say about your brand?

Spend sometime at first just observing from the sidelines and figure out where you can add value, help and advise. Take note of their language and what they talk about most. Listen to what they say about your brand or industry and ask yourself what would you like your customers, influencers and prospects to be saying about you?

  • What will add value to them?

With knowing who your audience is, where they are, what they are saying about you and knowing what you would like your brand to be you now need to provide them with value and the tools that they need to do this.
Put yourself in every audience members shoes, If you was a customer, prospect, sponsor or fan what things would you like to hear and what would add value to you?

From there you can than decide what content you will produce and how you will communicate. You will understand the value of your audience and not see it a a channel to broadcast but as a medium to add value and listen. You can then come up with a flexible strategy that will give you the results you need to connect with your audience online that is not short lived but has longevity.

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