The Wisdom of Clients

I’ve developed some of my best ideas about social marketing after talking with clients who think they don’t know much about the discipline. These self-described novices are not only modest; they’re plugged into their company in ways no agency can replicate. So when they talk, it pays to listen.

This week, while writing a social media strategy and guidelines for a financial services firm, I decided to listen to the real experts. With some additions of my own, this is what they recommend. When taking a leap into social marketing, consider these key areas as part of your organization’s social marketing strategy:

  1. Goals. Link social media strategy (as well as the overall marketing strategy) to the organization’s business goals. That move will provide alignment, consistent messaging and the opportunity to demonstrate ROI to senior management.
  2. Content. Use social media for expert-source positioning and customer engagement rather than product promotion.
  3. Distribution. Assign content to the appropriate network. Channel industry trends to Twitter and LinkedIn, community and social items to Facebook.
  4. Measurement. Apply the Pareto principle to measurement. Devote 80% of your resources to content creation and curation, 20% to measurement and reporting.

Clients new to online networks are the first to admit they don’t have the resources or expertise to develop social media plans. All the more reason to use the same process of engagement with them that we use with their audiences.

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