One of my colleagues, Pierre Killeen, developed a list of six strategic considerations that corporate communications should bear in mind when planning their approach to using social media. I was struck by how simple, yet true, these six considerations are. So, I’d like to share them with you.
1. Success in social media is about human resources. The major input into social media is people’s time. As social media success begins to take hold, the resource requirements will start to grow. Where additional resources are not an option, organizations will have to reallocate existing resources in order to meet ongoing social media needs.
2. Social media platforms facilitate connections and conversations between individuals, not between individuals and institutions. Despite the filter of a social media tool or application, the conversation still takes place between two individuals. This distinction is integral to understanding the social media landscape.
3. People use social media to remain current with news and information filtered from people they know and trust. Connecting with social media influencers engaged in your issues is a key way to earn and build trust and spread your message.
4. Social media communications are about communities, not about target groups and audiences. Whereas traditional communication strategies seek to push messages to audiences, social media strategies are about connecting with and building communities of interest and practice.
5. Social media is about engagement. Some organizations think of social media primarily as another channel for pushing out content. This is inconsistent with the nature of social media and will, ultimately, act as a barrier to social media success.
6. Social media is measurable. Social media communications are rich in data and metrics. If you don’t measure everything you are doing, you are missing the opportunity to understand what is going on and what you are participating in.
What do you think?
I’d welcome your thoughts. What do you think about these points? Do you agree with them? Are there other considerations that you would add?