Every business – whether it’s small, medium or large and regardless it’s a B2B, B2C or B2G – either has or must have a stake in its brand to thrive. In a recent post, “5 Mistakes You Might Be Making on Social Media,” SocialMouths seemed to indicate that brands are suffering from what The Marketing Id prefers to call an “anti-Goldilocks” problem, which is one that is likely to affect all manner of businesses, if they don’t get their social media act together. In a nutshell, SocialMouths posits that every business should try to figure out if its social media marketing suffers from any of the following traits:
- Ignoring social media completely
- Thinking “Likes” = Sales
- Talking More Than Listening
- Being Inconsistent
- Biting Off More Than You Can Chew
If your business is not guilty of violating any of these attributes, then it is more likely to follow the Goldilocks standard of social media activity – i.e., messaging/content that is neither too hot, nor too cold; target audience/frequency that is neither too big, nor too small; and a medium/platform that is neither too hard, nor too soft – one that happens to be all just right!
From a marketing communications perspective, social media is a collection of new, digital channels that still need to conform to time-tested marketing rules. In our December 2011 post titled, “Six Counts That Make For a Successful CEO,” The Marketing Id had alluded to this very notion:
“As in politics, so too in the business world, public relations and marketing communications professionals can string the right words together into the right message to the right audience at the right time and tailored for the right medium!”
Thus, any purposeful use of social media in the B2B, B2C and B2G worlds needs to subscribe to proven marketing principles. In fact, in a recent Social Media Explorer post titled “5 Steps to Determine the Perfect Social Media Strategy,” these marketing rules were outlined in five simple steps as follows:
- Define Your Goals
- Identify Your Target Audience
- Target the Appropriate Social Media Platforms
- Define Your Unique Selling Proposition (USP) and Core Topics
- Create an Editorial Calendar
A non-purposeful, helter-skelter approach to social media use in the business world can do more harm than good and not just to the brand. So whether a business is promoting a webinar, or soliciting feedback on a product/service, or making an important announcement, or doing any one of the myriad activities impacting its revenue cycle – it needs to have a comprehensive social media plan that includes contingencies for ad hoc events. Achieving the Goldilocks standard of social media activity might be the ideal, but the more a business plan adheres to it, the greater its rewards and the less of a bear social media becomes!