1. Define target segments based on their social roles/behavior - Identifying audience segments for a social media strategy is a different process than segmentation for a traditional marketing strategy. Social media segmentation is based on distinct behaviors across social media channels. Each individual, within a single "social graph," behaves differently, and is of unique value to marketers. At the base of the pyramid (meaning there are more of them) are those who do not actively engage in social media beyond consuming and sharing relevant content with their connections. Even though they are less likely to engage in conversations, they aggregate and surface relevant content to individuals who are more likely to engage with the content. For these individuals, content must be relevant, and businesses should provide them access to share content with their social connections. The middle of the pyramid contains individuals who sometimes engage in conversations and generally participate in social media. For these individuals, it is not only important to provide relevant content, but also to introduce topics that are likely to be discussed. The top of the pyramid contains a minority of individuals within a social graph who are the most vocal and have the most influence within their social network. It is of extreme importance for businesses to be relevant to these individuals, reach out to them directly, and empower them, because they have the greatest ability to evangelize the business and brand publicly.
2. Audit existing content to determine relevancy and portability - To regularly generate valuable and relevant content to consumers is a huge responsibility. It requires referring back to existing marketing segmentation studies to determine the type of content that resonates with personas. The process then entails making a determination about whether or not to produce fresh content or identifying existing content that can be extracted, made portable, and shared across social networks. Prior to investing time, money, and resources developing new content, businesses may already have access to valuable content that can be shared gradually. Identify pieces of "micro-content" that can be drip-fed into relevant social media channels. Such content includes: information graphics, articles, demos, etc.
3. Monitor brand awareness, reach, and influence in social media - Marketing goals vary with different social media strategies, however, there are established metrics to measure the awareness, reach, and influence of business brands across social media channels. Use web sites such as "Social Mention" to monitor key performance indicators for social media campaigns. The most important to monitor are strength, sentiment, passion, and reach. Strength is the likelihood that a brand is being discussed in social media. Sentiment is the ratio of positive mentions in social media vs. negative mentions. Passion is the likelihood that people who mention a brand in social media will do so again. Reach is the measure of a brand's influence.
4. Provide continuous support for social media campaigns/tactics - Participation in social media requires constant updates, continuous support, and dedication. Social media is a commitment to maintain an ongoing conversation with customers. As such, there should be dedicated resources who carry on this conversation and regularly respond to issues. Long periods of silence or delivery of irrelevant content will be noticed by followers of the brand.
5. Be personal - As social media is largely a conversation, assign actual people to engage in conversations with customers. Nobody wants to have a conversation with a "brand," unless you are Apple or Nike. Even then, the brand is more credible when there are actual people who represent them. Use real people, and their photographs, when blogging and micro-blogging.
Jonathan Lupo
@userexperience (Twitter)
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