Stepping back a little from social media

Published on Thursday, March 18, 2010

CHRIS GILLIS, SALTLINE STUDIO

OK, what? Step back from social media?

I know I recently told you to get set up right away on social networks like Twitter, Facebook and LinkedIn. But let’s put the brakes on just a little, ease back and start with some basic marketing fundamentals – social media participation is moving very fast and companies are failing at it. Think about what it is you want to say about your business and what you will actually promote via social networks. Here are five steps to work on before you get started:

1. Figure out what you want to say or promote – is it your brand? A product launch? An event? Your expertise?
2. Will it be enough for you to get out to your network with only 140 characters or a simple three-line message?
3. If the answer to No. 2 is no, you will need to elaborate somewhere else – I recommend Posterous (posterous.com).
4. Be on point with your message and promote it.
5. Be consistent and stick to your plan for promotion.

Start with the above and measure the results in six months, and compare this with other marketing efforts (Yellow Pages, PR, newspaper/magazine, Web site, etc.) to see what your ROI is, then readjust to focus on your goal.


Published in Cape & Plymouth Business March 2010