Before crafting a social media plan, first become a “social consumer” yourself. What would you personally welcome in your newsfeed? The experiment will shape what you create.
Last weekend, while sitting in the stylists’ chair getting my hair cut, I noticed a small decal on the mirror inviting me to “Like” the salon on Facebook. I was at the same time unsurprised, intrigued, and not just the slightest bit weary of these sorts of requests. It seems everywhere we turn these days, some product or the other as asking us to “like” them on Facebook or “follow” them on twitter.
My problem is not that these products have a presence in social media. My problem is that their presence in social media doesn’t give me anything new. More often than not, what I find on twitter amounts to little more than a RSS feed. And more often than that, what I find on Facebook can only be charitablydescribed as noise.
Fishburn is completely right1: social media should be a tactic in your larger, long-term promotional strategy, you need to understand the medium before diving head-long into it, and you should try to offer something different in each of your different channels.
- As usual.