This week, I’m passing along the five things your brand or client must embrace to increase its chances of executing a successful social media strategy, based on Geoff Livingston’s book Now is Gone with my own take and additions.
Who are you trying to connect with through social media? Customers, analysts, employees? Does the group you’re attempting to create community with engage in social media? Depending on whom you’re targeting, the answer may be “no.” If so, social media activities are probably not the most efficient way to reach them.
However, Geoff suggests that if at least 15 percent of your targeted community is participating in social media, then it’s time for your brand to participate, too. He goes so far to say, and I agree, that the business value of engaging with your community in the type of conversational relationships that social media provides is invaluable. If nothing else – and this is reason enough, I believe – the least you get out of building relationships this way is qualitative focus group-type insights.
Do you agree that 15 percent of your target being social media savvy is enough to dedicate time and resources against reaching them in those communities? If not, how large a percentage would you need to be convinced it was worthwhile?
*Image by Brian Solis and used under the Creative Commons Attribution License.