social media…does your company “get it”?

Adopting social media campaigns can be quite a challenge for many businesses. Leading executives are often hesitant to allow consumers to control what is being said about their brand. Many times, consumers aren’t looking for complete control; they are looking for innovative companies to meet them halfway.

Lee Odden recently posted an article on the Online Marketing Blog titled, “25 Must Read Social Media Marketing Tips.”  This post provides tips and best practices from major players in the Social Marketing arena, including representatives from Best Buy, Wells Fargo and General Mills.

The post offers great ideas, strategy and direction for companies who have yet to fully commit to pursuing social media in their marketing strategy. Because of the length of the post, I am only going to repost my favorite pieces of advice from Crayon’s president, Joseph Jaffe.  Below he shares five tips for companies trying to make sense out of defining a social media strategy.

1. Don’t cede control completely to your consumers. They don’t want it. Meet them halfway. Partner with them. Work with them.

2. Marketing is not a campaign; it’s a commitment. If you want lifetime relationships with your consumers, you need to invest in them…genuinely…for life. Begin with investing in what we call at Crayon, “commitment to conversation” (monitoring, optimization, response, outreach, etc.)

3. Learn to deal with negativity. You want the love, but can’t deal with the hate. Criticism is not your enemy; apathy and indifference are. Any negative response from consumers (whether by blog, email or customer service inquiry) is a cry for help AND an acknowledgement that they care (enough to reach out to you…).

4. As per my earlier point, think strategically. We’re currently working with some of our clients to define a social networking strategy. (BEFORE cart before the horse deploying a “Facebook App” for example)

5. That said, we also advise companies to invest in “well-structured experimentation”. We distill this into a very real and workable number – 4: 4 experiments over a calendar year. Is one experiment per quarter that unrealistic or irrationally exuberant? I think not.

Joseph offers some really good advice above. Click here if you would like to read more tips that other influencers have suggested.

1 Response to “social media…does your company “get it”?”

  1. 1 Hiro
    April 29, 2009 at 6:16 am

    I think Jaffe needs to get beyond the same old talking points that he always comes out with (and that – actually – everyone else is saying anyway). I don’t see much original thinking from that guy, and some of his recent AdWeek articles have made me and a lot of us question his alleged wisdom.

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