Do NOT have a social media strategy.
So lots of people talk about having a social media strategy. But what strategy can you have around what is basically a conversation that you cannot possibly control.
You can have policy.
- What can you say
- How should you say it and
- What can you not say.
That’s fine.
You can have tactics.
- Drive sales
- Listen
- Make sure you social media is in line with all your other marketing so it’s all joined up.
But a strategy. You can have a marketing strategy or a business strategy.
And how can you teach people to be good at social media. Tell them to be more conversational? Let’s face it, you’re either a natural or not and don’t waste your time trying to get someone who is uncomfortable using social media – find someone who is good at it and make them great at. Let the other person do something they are good at and make them great at that. Play to your strengths.
We’re not talking about not having a plan and a goal here. Not at all. But to try and shoehorn social media into a controlled strategic environment is doomed to failure. This is a bird that needs to fly (with the right people). You will instinctively know who are the right people in your organisation to take care of social media for you because they will be the ones who are already all over it like a rash on their own personal accounts. Give them the corporate accounts and watch as they create brilliant communities, conversations and converts without being told how and what to say or do.
Somethings just aren’t ready for a strategy and social media is one of them. Let it roll and roll with it.