Many Companies Simply Checking the Box on Social Media

"Tactics without strategy is the noise before defeat." - Sun Tzu

We've spent a lot of time the last couple of months consulting with clients and giving presentations on social media and the important role it plays in the multi-channel communications mix. As a part of that process, we've examined the social media strategies and tactics being deployed by dozens of companies in a wide range of industries. To be sure, there are some great things happening out there with custom Facebook apps, user-generated content campaigns on YouTube and Flickr, and the use of articles and micro-blogging to build awareness and drive traffic.

We're also seeing a lot of companies simply checking the social media box (thinking tactically about social media) as opposed to developing a social media strategy that fits with their multi-channel efforts and makes sense in the context of their marketing objectives.

Here are a few things many companies could do to improve their social media initiatives.

1) Listen - the collaborative and viral nature of social networks, blogs, user-generated content sites and micro-blogs has given marketers an unmatched opportunity to listen and learn from their customers, fans and detractors. If you're company isn't listening, monitoring and analyzing this online dialogue - you should start.

2) Think - Just because your company exists and Facebook exists doesn't necessarily mean that there is a compelling social media strategy for your company on Facebook - ditto Twitter, YouTube, Flickr, MySpace, LinkedIn, etc. Marketers should think about social media channels just like they think about traditional media channels, and then use the socials media channels that make sense given their audience, their product/service, and their message.

3) Be Relevant - In today's cluttered communications environment communicating in a relevant way with your customers and prospects is more important than ever. Social media has made it easier to communicate with people, and with that ease comes a responsibiity - make sure every communication is relevant.

4) Be Measured - Your social media communications need to be relevant, and they should also be wanted. Just because you can push a button and reach thousands of people on Facebook or Twitter with a promotional message, doesn't mean you should. Social networks should be used less like a megaphone (screaming the same message at lots of people) and more like a telephone (communicating relevant, wanted, and compelling messages in a one-to-one environment).

5) Integrate - Finally, a lot of companies are bolting on their social media strategies as opposed to building them into their overall multi-chanel initiatives. You wouldn't entrust your general sales and marketing initiatives with an intern, and you shouldn't with your social media initiatives.

The bottom line -- your customers and prospects are spending more and more time collaborating on social networks and posting content in the cloud. How you manage your social media assets and your online customer conversations is becoming increasingly important.

Think strategically about your social media initiatives, and remember that every communication should be wanted and relevant.