“Let’s try social media – we’ll worry about strategy later!!!!” – Interview with John Smibert
It drives me mad to see so called social media gurus teaching people how to implement social media solutions, but never ask; “What is your business goals and strategy?”
There are many questions that should be asked first. “What is your vision – your objectives?” “What are you trying to achieve?” What problems are you trying to solve?” “What’s your unique promise of value?” “What are your target audiences?” – and so on.
My view is that it is essential to have a understanding of the answers to all these questions, and more, before planning and engaging on social media and attempting ‘social selling’. Otherwise at best you will fail – at worst you will damage your brand.
With this in mind I asked Adam Fraser to provide his view on what a good enterprise social media strategy entails.
Firstly he affirmed that it needs to reflect the broader business objectives and strategy. Too often companies implement a social media program without aligning it to these.
Adam then went on to describe the various components of an enterprise social media plan and the sort of things that need to be considered to ensure it’s success.
He also outlines what sort of technology and media channel decisions that need to be made and what that entails. We finish with an interesting discussion on personal branding and social selling.
If you are working on, or struggling with, a social media and/or social selling plan for your organisation – or for you individually – I encourage you to read or view the interview below to learn more.
Adam Fraser is the founder of Echo Junction who help organisations and businesses leverage value from marketing and social media technology.