When it comes to using social media, many companies, big and small, go in without a plan. If they understand the platforms at all, they often think that just being on them is enough. There’s nothing further from the truth. If you’re posting and showing up here-and-there without a real plan, you most certainly won’t reach your desired goals (because you won’t know what they are), and you may also hurt your company and your image in the process, which is most certainly not good for business.
Over the years, we’ve all heard about companies making big social media blunders. With any luck, they are able to apologize and attempt to recover. Some companies, especially smaller ones that misstep their social media presence, may never recover. It’s essential to start out and keep going with a distinct plan of action. Your company should have an image and a voice that you stick to, and a presence that defines you. This not only helps you and your staff know what (and what not to) post, but it also helps you recognize places where you can add on to your strategy and make it that much better.
When your company has a strategy and a voice, you have direction. You have a plan and an understanding of what is topical and what is not. You can respond to engagement in the voice that you want to convey, and you can further develop your company’s image in a positive manner. Without a plan, you’re taking stabs in the dark, maybe hitting your mark, and maybe not.
Why use social media at all if you’re not going to use it correctly? Working with a good marketing company to define what is appropriate for your organization and what is not can make a world of difference in assuring that your efforts work FOR you, not against you. Don’t just be social for social’s sake. Be social for YOUR sake with a solid plan of action.