There are a few key steps your brand needs to take in order to be considered a ‘Social Business’.
In the last segment of this week’s ‘Social Business’ theme, we thought we would focus on the steps a brand needs to take in order to make itself a ‘Social Business’.
Some of these steps may seem redundant or a little too simple, but the reality is that every one builds off of the last, and the transition of a business into the social era needs to follow a clear outline. Making your business social is not simply about registering your company on Facebook or LinkedIn (although that is among the five steps); there is much more to it.
Step 1: Determine Your Social Business Goals
What is it your brand wants to achieve by becoming social? Like any other business endeavour, you need to set goals for the social functions of your business.
Some goals are going to be obvious and fairly superficial; you might want to increase sales, or improve customer service by offering Social Care. The key is to focus on the business applications of going social.
Every one of the objectives you set for yourself when it comes to making your business social should have a focus on creating value (Social Equity) in both the short and long terms for your brand.
Step 2: Bring Your Brand to the Socialsphere
Figure out what networks are going to help you best achieve the goals you have set for yourself and create accounts for your business on these networks.
Not every network will be right for your brand. Pinterest is a great resource, but only for certain industries. Not everyone is going to derive benefits from Pinterest. Figure out where the audiences that you want to target are active, and share you content with them.
Step 3: Engage Your Growing Audience
Your content strategy is going to help you determine what generates engagement for your three key audiences on social media that we discussed earlier this week. Once you have put together a proper content strategy, you are going to want to start engaging with your audience in order to keep them coming back.
People have an inherently short attention span when it comes to the web. With the virtually endless amount of content out there, you need to give them a reason to keep coming back to you. Being an active brand in the conversation is going to be key when it comes to building a ‘Social Business’.
Step 4: Leverage Big Data
Everything you do on social channels – from blogging to tweeting – is going to provide you with extremely valuable data that you should be incorporating into your strategy.
Simply sharing content is only half of the process – and not the more important half. Study your data, learn about your audience, customers and business and use that data, maybe in the form of Responsive Branding, in order to grow and expand your business in existing markets that you have yet to cultivate.
Step 5: Go Beyond Marketing
Your marketing and advertising departments might be the driving force behind your social selling strategy, but they should not be the only departments active on social media.
People do not necessarily want to engage with a faceless brand. Your C-suite and other departments should be engaging on social platforms and growing their audiences as well. In order to become a truly ‘Social Business’, it is going to take a lot more than your brand being on social. Every department needs to embrace the opportunities social offers.
Follow these five steps and it won’t be long before your find that you are a part of a ‘Social Business’.
We hope you enjoyed this week’s special segment on Social Business! Be sure to let us know what you think. Tell us in the comments below or on Twitter!