Following on from my article released last week, the second part of this series will offers further tips and advice for brands wishing to move into the social realm.
With social media now becoming a prominent force to many marketers, it is imperative for brands to move online and do so while adhering to the following tips: Pick the right sites and integrate them - With an increasing number of brands looking to make the move online, those that don't currently have an online presence within digital communities may rush to join as many as possible in an attempt to reach a large audience.
However, not all sites are going to be suitable for all businesses.
Covering a wide-range of social networks may lead to poor upkeep of certain sites, which in turn may offer a poor portrayal of what the brand has to offer.
It is much better to focus on two or three main sites, and make the best use of the integration tools on offer from various networks, such as Facebook's syndication to Twitter, and vice versa.
Have a personal side- To maintain users' interaction and engagement with a brand social media presence, it must ensure that content gives the impression it is being posted by a human.
As stated in my previous article, one of the main aims of such pages is for brands to connect with their fans and start a conversation.
Developing a tone of voice that is appealing to the fans but also adheres to the brands messaging is of great importance.
Brands must ensure they make a suitable connection with their audience, making it a reciprocal relationship and inviting feedback.
Brands need to allow users to post on the page, and reactively respond to user queries as swiftly as possible.
Encouraging user engagement is essential in maintaining a satisfied fan base.
Users don't want to feel they are being sent automated responses, and won't interact if they don't identify with the brand presence.
Don't worry about bad experiences- The likelihood is, the more prominent a brand's digital presence becomes, the more susceptible it will become to negative comments.
Most internet users are more likely to post negative comments without thinking about how problems can be resolved, and negative comments are always more likely to stick out in comparison to reasonable comments.
If there is only a small proportion of bad comments, brands shouldn't be phased by this.
Remember that nearly all followers will be fans of the brand and negative comments ought to be few and far between.
In many cases, other fans will come to the defence of the brand and offer support or solutions to any problems; this is one of the reasons that creating a brand persona is so important.
Encourage all employees to set up profiles- If a brand is using social media within its overall marketing strategy, it is important that employees of the brand are encouraged to join the networks too.
This again helps to add to the personal image that the brand is portraying, and allows further means to maximise the reach of social media activity.
The brand may find that most employees have such profiles already, in which case it should ensure that a unified approach is taken to the use of social media in the working environment.
Although these tips are only a starting point for brands to follow, they offer a strong basis for brands to begin to work from.
I will finalise the series with my release next week, with 12 points that are likely to help a brand begin to see success in their social campaign.
Log in next week for the third and final part of the social media 101 series.