I had to share some of the great Q&A from my ASM conference today, The Impact of Social Media on Search. 26 brand marketers and members of ASM attended.
Their Questions and My answers:
1. How do I start using social media?
Answer: You must have a social media strategy that will support and strengthen your brand. First you must decide why you are using social media? Is it to engage with your customers/clients; to reveal market position? to drive product promotions? to provide real-time customer support? to protect your brand image?
Once you decide then you must get all stakeholders to agree on the theme, the types of content, the resources and the frequency, including priorities and channels.
2. How can I stop negative press in social media?
Answer: If you want to play in the social game, you must have an online reputation plan defined. You must have a representative of your company ready to to tackle bad press and communicate directly to those sources. To be proactive, use social media to promote the good will your company is doing – to partners, vendors, clients and the community.
3. Should I have a Facebook page if I am a B2B company?
Absolutely. Facebook is quickly becoming the #1 website in the world. You need to be there. As a precaution, make sure your brand is delivered in a way that compliments your website. Also, make sure you have someone on staff or an outsourced marketing person or agency to manage these communications with a plan in mind as to the types of content you will share.
4. Should I have separate blogs if I have separate services and separate experts on those subjects?
Yes, for SEO purposes remember relevance and quality. If on one blog you are talking about pediatrics and another on neurology, these sites deserve their own separate relevant links and related content. This will help SEO as well as user interaction.
5. Should a marketing agency manage my social media or should we do it alone?
As any successful business owner knows, stick to your core competencies in order to succeed. This goes for social media. The best scenario is to have a very collaborative relationship with your agency so that they are well versed in what matters to you, your clients, customers, partners, vendors and community.
6. How do we track success in social media?
There are many social media metrics. Most important, as stressed in my presentation today, is that Google is concerned with Quality over Quantity. And so, the quality of your connections/followers/fans, the quality and reputation of authors and those who re-tweet, share and comment on your postings are crucial. Overall, social is a branding tool, so in that it protects, strengthens and grows your brand is how it is measured.
Feel free to contact Jasmine Sandler, Online Marketing consultant and President of Agent-cy Online Marketing (http://www.agent-cy.com) to ask about consulting, training or presenting or with any other questions at firstname.lastname@example.org.