Build a Social Media Program from Business Objectives

By Scott Peterson, Co-Founder, Relay Station Social Media LLC on Wednesday, August 8th, 2012

Ever feel like you’re lost in a swamp, sinking deeper into a social media quagmire? A bog with no bottom? An endless pool of sticky content? Do you post, tweet and share whatever butterfly catches your eye?

If so, then you need to step back—all the way back—to your business or core communications objectives.

What Do You Want to Achieve?

The starting gun that announced the beginning of the social media marathon went off years ago. Most companies and associations by now have a basic set-up. But many are surprised to find themselves in the mire. If you’re one of them, it is because you didn’t do the hard work up front.

The hard work isn’t setting everything up—although to newbies the technology and terminology of the social universe is confusing at first. No, the hard work is thinking through your social media strategy and determining what online tactics you will use to achieve your goals. A recent post in Business 2 Community said it well: social media is a platform, not a strategy.

Next Level Up

Take a look at your business or core communications objectives. I am sure they’ll be more detailed than simply, “Make More Money.” Once you know your goals, you can determine what tactics you want to use to achieve them.

Want to promote understanding of your membership? Maybe syndicated blogs and webinars are the right course.

Achieve 20% growth in a product line? Perhaps targeted outreach using LinkedIn messages to senior purchasing executives at Fortune 500 companies makes sense.

Whatever your company’s objectives are, you need to formulate a strategy for your social media program based upon them.

If you do this work up front, deciding what to post, tweet, share, and who to connect with becomes a much easier task. Not only will you find your way out of the swamp, you should be able to avoid the confusion altogether.

Need help with your social media strategy?

SCOTT PETERSON is co-founder of Relay Station Social Media LLC. We help companies amplify their communications, build reputations, and expand business through unique communications strategies, integrated Internet marketing, social media, analytics, and training.

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