Social Media Expert Kaz Brecher’s Best Practices For Developing a Successful Social Media Strategy For Your Business.
I always like to re-center by pondering Cory Doctorow’s provocative statement, “Conversation is king; content is just something to talk about.” Because, ultimately, everything you put online should prompt reaction – ideally, with your POV earning you respect as an expert, curator, or entertainer.
Sounds like a dinner party hosting nightmare….
- Dialogue requires response
- Success comes with a price
- Social brand development requires constant attention
- Socializing doesn’t scale
- Metrics need to reflect relevance
You don’t need time, money, and resources to tackle your presence in all social networks – you just need to be a smarty with one of them. If you’re going to dive in, you need to commit. And you can make it easier for yourself with a bit of planning – reuse what you have to give your audience exclusive access or write all of your tweets for the month in advance one afternoon over a cup of coffee.
The only social media commandment is to KNOW THY AUDIENCE. They should drive where you post, what you post, and how you adjust over time. Listen to them. They know what they’re talking about.
What makes a viral (social) success?
Give users what they want when and where they want it AND surprise them while giving them exactly what they want.
- A user-centered approach
- Leverage the benefits of the platforms
- Look to your users for inspiration
- Understand what “social” means to your users and what they’re doing in the digital space
- Imagine what they’re not doing yet but could be ready to do
- Highlight digital features express the brand
- Support efforts with paid advertising
Some of the ways to get started and use social media properly:
- Identify your audience / understand where they are and how they use social media
- Put users in control (when it makes sense) and content where they can find it
- Aggregate your users (avoid multiple fan pages)
- Leverage existing assets in interesting ways (pull from blogs, etc)
- Harness the power of your fans (they can create all kinds of cool stuff with your assets)
- Use the stream (don’t just post words, use videos, little interactive snippets, images)
- Consider interplay between networks and extensions (link your accounts for efficiency)
- Be inventive (some people see Etsy as more than a marketplace)