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FOR YOUR 2012 SOCIAL MEDIA PLAN
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Ideas or Strategy
In 2011, maturing brands began asking how to go beyond a grab-bago tactics and crat an integrated plan. The term “social strategy”was heard more and more.
What brought on this shift? More companies wanted to become social enterprises who engaged with theircommunities across all channels and departments. That kind of full-scale effort requires planning andcoordination.2011 has shifted the conversation from social media strategy to a broader social strategy. Social hasimplications for your entire business, not just marketing.In October we published CRM industry analyst Brent Leary’s
. Here are his 5 recommendations. (Download the eBook for the hard data behind them.)
Idea 1: Socialize your culture, not just your technology.
The days when businesses controlled the conversation are over, but most businesses haven’t adapted.They use social media as a megaphone, not a telephone. Your whole organization needs to adapt to theempowered customer.
Idea 2: Write up a plan.
Your social strategy needs just as much forethought as any other business process. Taking the time to planahead will pay off. Brent observed, “Strategic users are almost three times more likely to execute activitiesfor engaging prospects than informal users (53% vs. 19%)” — and they were likely to see increasedrevenues.
Idea 3: Cultivate long-term relationships.
Retaining your current customers is 5 to 10 times cheaper than acquiring new ones. So why are youblowing all your social media efforts on the short-term sale? Use social media to cultivate the long-termcustomer experience.
Idea 4: Automate the boring stu.
A more wide-ranging social strategy means you need to get more efficient. Brent noted, “Automatingroutine operations frees up even more time that could be better spent focusing on finding ways to moremeaningfully engage with customers.”
Idea 5: Calculate the value o your social customer.
Real businesses like yours aren’t doing social media for kicks. How can you figure out what your socialcustomers are worth? Brent explained that the basic idea is pretty simple: “Add up all the products and