 By Mike Hollywood, Director of New Media, Cone
Social media rule and now everybody wants to be on Facebook. In fact, our
recent 2008 Cone Business in Social Media Study reveals that 60 percent of
Americans are using social media and of those, 59 percent are already interacting
with companies online; 25 percent interact more than once per week. Expect
your phone to ring any second with your clients demanding you augment their
communications campaign with an innovative digital strategy.
While you're waiting for your clients to take a breath so you can interject
your opinion, consider two things. First, be thankful the client called you.
The seemingly obvious choice for developing a social media strategy might be
a digital agency, but visual appeal and clever widgets don't necessarily
achieve what should be the primary objective: sound strategy; getting the right
message across to the right audience and securing the desired response. Social
media strategy isn't an endgame. It's one part of a larger communications
plan, which may include a Facebook application or Google gadget, if the audience
is right.
No, the social media strategy is best left up to the PR agency. Our channel
agnosticism affords us the luxury of looking at the entire media landscape
before deciding which channels are best for our client's message AND
audience.
The second thing to consider is this: Your client may not have realistic expectations
of social media. You have to have a thick skin to play in the social media
game, and clients have to be prepared to give up control of a conversation
that may not always be kind to their brand. In social media, it's enough
just to be a part of the conversation, but clients can't expect to lead
it. Make sure you manage expectations. And, never enter into a social media
strategy without helping your clients answer the two most important questions: "Is
social media really the best spend of your money," and "Will it
accomplish your communications goals?"
Clients may approach the space with distorted expectations having seen some
viral campaign that got attention, but did it really work? Remember the "Elf
Yourself" craze a few years ago—can you remember which office supply
business actually did it? Warn clients not to get hooked on something that
CAN be a waste of time and money if not done properly.
Here are some tips to keep in mind when developing a social media strategy:
1. Be channel agnostic: A particular campaign may be appropriate
for Facebook, a Google gadget or it may work on Twitter—or none of the
above. Step back and look at the value of each one of these focuses, but don't
be driven by them.
2. Don't create content with the intent of being viral: Viral
follows quality. Create thoughtful, meaningful, engaging content and focus
it on the right audiences and it will catch on virally.
3. Don't get distracted by the latest thing: A good
strategy doesn't recommend communication vehicles just on the basis of
being new.
4. Take a stand: Establish a strong voice and messaging,
but avoid rigidity. Good conversations within new media are just like good
offline conversations—dynamic, varied and engaging.
5. Loosen your grip: Allow consumers to express their own
thoughts and ideas, whether through text, audio, video, art or even a simple
opportunity to voice approval (or disapproval—you may actually learn
something valuable from your detractors).
6. Take the shotgun approach: Don't aim to reach your
target goal with just one shot. Spread the marketing ammunition around and
test many different social media approaches. Then, optimize by focusing your
efforts on tactics that yield success, and cutting those that do not. You can
mitigate risk in social media because the barrier for entry is so low.
7. Add value (always): Ask yourself, "Have we enriched
our consumers' day with useful information, insights, tools or experiences?" A
shiny new widget that does not add value for the consumer will not add value
for your client.
Mike Hollywood is the director of new media for Cone, a Boston-based strategy
and communications agency engaged in building brand trust. | 
