A few times a year I get asked to speak on various aspects of social media implementation. It is interesting for me to review past presentations to see how the landscape has changed. This is particularly true when speaking to new businesses. As of February/March 2012, there is such an ambient familiarity with the tool set of social media, that the "intro" sessions I deliver are actually much more interesting than they used to be.
A couple of years ago, the fascination was with the technology. How to set up a Facebook page; how to link X with Y, etc. These days, however, many of the questions center around strategy and voice. What do/should we communicate; how do we engage effectively,
This is the good stuff, because those strategic questions really speak to the bottom line of a business..
With that in mind, here is my distilled formula for new businesses for "how to successfully use social media" (hate that phrase), understanding that these days EVERY business is social and connected, whether you want it to be so or not.
- Make the social approach (listening, learning, engaging) part of your organizational DNA.
- Be relevant.
- Build all marketing and operations around it.
- Develop a routine to manage it.
- Stick with it.
- Always be listening, learning, and experimenting.
You don't necessarily have to take every single one of these steps. But those businesses that do, almost universally succeed.