Read This Article Before You Start A Social Media Program

I estimate about half of the people who contact us for help with a social media program don’t have set objectives in mind–often because they don’t really know what social media can do for them. They just feel they need to be there. That’s not a great reason. “If you don’t know where you’re going, any road will take you there.” – Lewis Carroll If you’re old enough to remember the days before websites, you’ve seen this pattern before. Website designers made out like bandits, but it took businesses a while to figure out exactly how to use this new tool. Today, no sane business person would launch a website just because “I have to have one.” Yet many people hire someone to implement a social media program without really knowing why. Social media is just like any other business program or communication channel. How can I use social media? For planning and evaluating a social media program it’s important to understand exactly how you want social media to contribute to this goal. Prospecting – identifying potential new customers or clients; learning about them; and making initial connections Nurturing – providing ongoing communication with prospects to help move them along in the buying decision Brand awareness – expanding visibility of your company and/or personal brand Thought leadership – using methods made possible by various social networks to further position yourself as an expert All of these objectives help in the effort to get new business.