Top 10 Milestones for Social Marketing Part 1 of 2
Too often, social media commentary or discussions focus too much on tools, tactics, and strategies. Instead today, I’d like to focus on the life-cycle of branding that is essential if a company hopes to reap the full benefits of social media engagement and the support their customer community.
I’ll break these down into ten steps that highlight the life-cycle that any brand must consider when creating a brand story that effectively leverages social media for amplification.
1. Define your purpose: This can take the form of a mission statement, which is a few paragraphs that articulate for leadership, employees, and customers exactly what a company stands for and the core values that inform its products, services, and marketing.
2. Distill your mantra: The most persuasive brands in the marketplace always distill their purpose or mission statements down to a singular phrase. In all cases, that language is simple and emotional, and communicated consistently, so that both employees and customers can help spread the message.
3. Internal integration: Too many brands overlook the fact that employees are your first line of word-of-mouth advertising. So, instead of starting with your customers, make sure that your purpose and mantra are clearly communicated to your employees. This will have bottom-line benefits in terms of employee retention, satisfaction and productivity, and also ensure that they use social media channels to promote the brand that they work for.
4. Architect Community: Even when a brand does the difficult work of defining what its message or story is, they often still frame that story in a way that talks about themselves, rather than the value of their purpose to their customer community. So before considering what marketing a brand should do, always revisit the story you tell and re-frame it in a way that allows you to build a community based on shared values.
5. Define Business Objectives: Many brands apply a one-size fits all mentality to their use of social media and the metrics by which they measure success. Yet just as with any other marketing channel, the tools, tactics, and strategies must be chosen specific to the business goals, whether they are raising awareness of a brand, improving customer service, or optimizing your supply chain or employee productivity. So be sure to clearly define your distinct goals before looking at social media tactics or tools, and then let those goals inform your metrics for success.