The first step is to define what social media outlets you want to use and how you will use each outlet. Then, develop a uniform message to apply to all social media avenues but customize your message based on the platform you are using. For instance, Facebook language can be lighter and feature more company culture, industry events, where as a LinkedIn profile should be more polished and business oriented. Most importantly all of the lines of communication should drive brand recognition, brand trial, brand loyalty and retention.
The goal is for your social media followers to stay with you and view your company as a reliable resource, an industry leader and someone they aspire to do business with. This will be best accomplished by taking the hard sale out of your social media campaign and replacing it with useful information that only an industry leader can provide. Your followers should want to click on your next video, blog entry, etc. So this information cannot be hyper-sales driven. It must be something that says “We are an industry leader, we have a lot of great information, we are willing to share this information with you because your success is important to us.” The best way to build new business and keep old business is by establishing an active relationship. Suggested avenues for our initial launch into social media are Facebook, Twitter, LinkedIn, YouTube and the addition of a blog and public forum to our existing website.
About Doug Simpler — Doug manages the creative department at The Simpler Group, he strives to help customers turn vision into reality by creating unique and custom web designs. He also does print design and video/photo production. He loves the rock music, locally grown organic food, swimming, and reading. Find him on FB at doug.simpler.