Social media strategy means starting with a goal and losing control

FedEx is one of many brands hijacked by consumers.

Social media can be a brands best or worst enemy. In a flash, it can propel the success of a brand. However, it can also easily create its demise.  The difference, more often than not, has to do with the goals of the social media strategy and whether or not an organization is willing to lose a little bit of the control.
In marketing, advertising and public relations, it’s very common to hear an organization say that they need a facebook/youtube/twitter account. However, when pressed, the people requesting them are unable to point to a clear goal or rationale as to why they need them. They just think that everyone else has one, so they should have one too.  This is where the danger lies.  Entering into social media marketing without clear goals is like accepting a job offer where you don’t really understand what you will be doing, how your performance will be measured, or how many hours per week you will be working.  It just doesn’t make sense and it spells a recipe for disaster.
The correct way develop a social media strategy is to look at an organization’s goals as well as the organization’s marketing goals and determine if social media can have a positive impact on attaining those goals. This may take some time to evaluate as the organization will have to consider their target market (examples: Does the target market react favorably to companies on social media sites? Do they use social media sites?) as well as evaluate what company resources are available to maintain the sites (example: Is there someone in the organization who has the time/ability to maintain these on a daily basis?). Only after than can an organization begin to listen, respond, and eventually start conversations.
Another large factor for developing a strong social media strategy is to acknowledge and embrace a lack of control over the conversations and, in some ways, the brand.  In Alex Wipperfurth’s book, Brand Hijack: Marketing Without Marketing, he discusses how social media and consumers now determine a brand. For those marketers used to controlling the pantone colors of each ad or methodically removing any copyright violation mentions of the brand, this can be a difficult change. Social media has created a way for consumers to publish content at amazing speeds and have an overwhelming impact on the views of an organization.  Marketers must learn to embrace this and join these conversations in a very non-controlling, cooperative way.  This may mean that if students create a “We love x University” facebook fan page using the trademarked logo, the University doesn’t retaliate with a trademark lawsuit, but rather joins the page. It also means that if someone creates a page where consumers can complain about a certain vehicle, that the company that makes the vehicle doesn’t work to get the page taken down, but rather interacts with the consumers on the page to make their product better. A solid social media strategy will acknowledge this change and provide guidance as to how the organization will respond.
Today’s wise marketer must not succumb to requests to create or participate in social media before looking at the overall social media strategy and preparing for a loss of control. Ignoring either of these key components can quickly plummet a brand into the depths of unknown, forgotten, or hated brands.

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