After reading @samatlounge EveryThink: What do you think, Sam Missingham? I started to think about where I see the trend of social media heading. It seems that, even two years ago, social media was still labelled a kid’s gadget. You know the stereotype I’m talking about – only ‘kids’ are on Facebook, and only kids were ever on MySpace.
However, it now seems, slowly but surely, different industries are starting to remove their blinders and recognize they need social media now more than ever. However, I’ve also been watching how many go in heavy handed relying strictly on their brand name.
This doesn’t work – especially not on Twitter. Yes you will get the followers flocking like the little birds to a new tree but unless you give us a reason to stay, we will leave. And when we leave, we will find another tree that meets our needs.
Consumers have a clear idea of what they want from companies (whether it be book, cultural, IT or fabric industry and everything in between) but companies do not always provide the information desired. They provide what THEY feel consumers want.
For me, this is why there is a clear need for a Social Media Strategy regardless of the size of your company or brand. The big names I have seen flying wingless in the wind have been the ones that clearly do not have a strategy. They look at social media as something everyone can do – which as Sam pointed out, is not always the case.
The strategy does not need to be a complicated document but there needs to be guidelines for those you allow to represent your brand.
Bottom line: Social media strategy is the puzzle piece that will differentiate those who survive long term and those who don’t.