Social media strategies
Whichever channels you deploy, it’s important to think about social media in the context of your wider online strategy. It helps to think about social media in terms of a 3-stage process.
1. Analysis. Where are we now? Who’s saying what about us? Can we seed into their conversations? Web listening and seeding software can help with this. We like Freedata Labs because they’ve got the data specialists to help you make sense of the information the software throws up, but there are other applications out there;
2. Strategy. Based on the analysis (1) – what do we do? What’s the plan, how quickly do we need to make it happen and what resources do we need to make it work (and how do we measure it?);
3. Delivery. As a PR firm, a natural product of our efforts is to generate lots and lots of positive, compelling content for our clients. This can form the basis of your social strategy, and you can add more stuff in as time goes by. The flow of content must be regular though, or your online reputation will start to suffer. Measurement also needs to be realistic, effective and bear some relation to other metrics you trust for other marketing/comms activities.