Socially Aware, Media Savvy: Social Media Strategy Socially Aware, Media Savvy: Social Media...

Socially Aware, Media Savvy: Social Media Strategy Socially Aware, Media Savvy: Social Media Strategy
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    Home Ideas Library Socially Aware, Media Savvy: Social Media Strategy

    10.13007/111

    Ideas for Leaders #111

    Socially Aware, Media Savvy: Social

    Media Strategy

    Key Concept

    Social media offers both great opportunities, and also challenges, to

    businesses. For those that embrace social media – by adopting the right

    strategy – risks can be averted and rewards unlocked. Using a simple

    framework to create an effective strategy for social media can enable your

    company to enjoy its benefits.

    Idea Summary

    Companies can no longer control their communications with their customers.

    Social media tools have enabled information to be generated from within the

    marketplace by consumers themselves. This shift of power presents

    significant challenges for companies that fail to come to terms with it. But for

    those that do embrace social media, the rewards can be great. Different

    methods of collaboration and innovation are becoming ever more prevalent

    and companies are increasingly realizing the commercial gains that can be

    achieved through these new business models.

    A comprehensive six-stage framework will enable businesses to plan, run and

    improve their use of social media as part of their marketing strategy. This

    simple, but effective, framework covers most situations and can be deployed

    in most companies, whether operating in the business-to-consumer (B2C) or

    business-to-business (B2B) space. The six stages are:

    1. Plan: Identify what you want to achieve and how you should approach social media

    2. Monitor: Listen to the social media conversations taking place about your business and brand

    (using monitoring tools such as Google alerts) to gain insight into your customers’ perceptions

    3. Engage: Establish your company’s presence in the social media world (using blogs, LinkedIn,

    Facebook, Twitter etc), because if you don’t start the social media conversations then someone

    else will

    4. Manage: Use social media to build and manage relationships that support the objectives of

    your business strategy. Use blogs, Facebook activity and responses to others, for example, to

    make announcements, resolve customer issues, launch new products, run campaigns, request

    ideas or feedback and recruit staff

    5. Measure: Understand the impact of your social media strategy and continually adapt it to

    improve outcomes

    6. Integrate: Tie your social media activities in with your other online and offline activities.

    Remember, social media is just another channel in the marketing mix.

    Business Application

    For most companies, embarking on a social media strategy can enable them

    to create a customer-centred environment, using technology to accelerate

    real-time interactions. But the successful implementation of a social media

    strategy will depend on you, as a business leader:

    Authors

    Clark, Moira

    Bryan, Andrew

    Shapiro, Melanie

    Institutions

    Henley Business School

    Source

    The Henley Centre for Customer

    Management

    Idea conceived

    2011

    Idea posted

    March 2013

    DOI number

    Subject

    Strategy

    Marketing

    Social Media

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  • Considering all six stages of the social media framework in order to meet the needs of your

    company.

    Integrating social media into the marketing strategy that underpins your company’s vision and

    goals. Social media represents another marketing channel – its activities do not exist in

    isolation.

    Avoiding a corporate approach to social media. It does not work. As its name suggests, social

    media needs the personal touch.

    Recognizing the challenge of managing content creation.

    Developing a clear understanding of the new rules of engagement within the social media

    environment.

    Managing those rules of engagement to deliver business benefits. For example, blogging can

    increase sales leads.

    Thinking about how you will meet the challenge of gaining trust in the social media space.

    Carefully selecting measurement metrics that are relevant to the business, to demonstrate the

    true value of social media activities.

    Further Reading

    Developing a Social Media Strategy, Clark. M, Bryan. A, Shapiro. M, The

    Henley Centre for Customer Management. The full paper can be

    obtained via The Henley Centre for Customer Management.

    Further Relevant Resources

    Moira Clark’s profile at Henley Business School;

    Melanie Shapiro’s profile at Henley Business School;

    Henley Business School's profile on IEDP

    © Copyright IEDP Ideas for Leaders 2013

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