Sometimes I don’t think that brands take social media seriously. There are some that are great at it and you can tell by the way they engage and how they connect with their followers and fans. Then there are those that don’t engage at all, and just pump out the news like an RSS feed. I had a chance recently to be able to interact with some brands on Twitter, which I’ll be posting about soon. Some have engaged really well and some haven’t. This leads me to ask the following questions that I think need to be thought of and answered if your brand is thinking about getting “social”.
How does your brand view social?
Does your brand see social media as a way to engage people or does it see social media as just another avenue to blast out news? How your brand views social media is going to determine how your brand engages or doesn’t engage when you get started. Having a good understanding of what social media brings to the table and what it doesn’t is important to know before starting up any social media program.
Do you have the complete support of upper management?
Having the complete support from “the powers that be” is very important because they have to believe in social for it to work. Social media is not all free. Investments have to be made and if upper management has not bought in completely there will be limits to what you can do.
Do you have the resources / manpower?
New York is the city that doesn’t sleep, and neither does social media. Do you have the necessary manpower to devote to social media? Can you operate outside of your own business hours, especially if your brand is a global one? Are you prepared to handle the volume of conversations that will happen and do you have the right tools to monitor what people are saying about your brand?
What are your goals?
Although this is the last question on my short list, it’s probably the one you want to answer first. You need to determine the goals for your social media program before you start it. It’s important to take the time to really think about what the goals should be. Think about what your success points will be for each goal and how you can measure them. Think long and hard about whether or not your goals are even realistic. Your goals will also determine what social networks you should look to get started with.
Are you managing a social program for a brand? What other questions did you have to answer before you got started?