For an overworked communicator, social media is a bit like a voyage on the Titanic. It's big, new and exciting, but it also involves a serious risk of drowning in a deluge of tweets, blog postings and various online interactions. How to make sense of it all?
Here are a few steps to get you started:
Focus on your brand
Like any good communications strategy, social media programs should start with a strong brand. The basic principles of communications still apply. You must be clear about what you stand for, how you talk about it and who you want to reach. Understanding your brand will help you identify the best places online to find the people you want to talk with
Find your community
In traditional media, you target your audience, deliver your message, and hope for the desired reaction. Using social media, you find-or create-a community of people, and then engage them in a conversation about topics that interest them. You need to figure out:
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Where they are in the social media universe (Facebook, Twitter, Linked In, YouTube...?)
- What they are talking about?
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How does your organization or issue fit into the ongoing discussion?
Listen before you speak
Start by listening to your peers online. Make a list of leaders in your field, at organizations, foundations, universities, community organizations. Visit their websites to see if they have blogs, Twitter feeds or Facebook links. If they do, sign up. Spend twenty minutes each day listening to their discussions. What topics come up? What could you add to the conversation that is relevant and interesting? What does it have to do with your brand?
Speak when you have something worth listening to
By now, you know what drives the conversations. When you have something to say, pipe up! You might post a news article that positions your organization well. Or you might have a question that others can weigh in on. Or you might have a job or funding opportunity to share.
Thank people for their responses
Hearing directly from your audience is a great benefit of social media. Not only can you share information, you can get advice and input from a wide range of people. Let them know you appreciate their time.
Try lots of venues and approaches
Social media sites are evolving daily. The advice you heard last month might not be relevant today. Don't try to find the best single "social media solution". Try a few and see what works best for you. And don't be afraid to fail-this is a learning process.
Take your time doing it
Like most communications strategies, getting involved in social media takes more time than you expect. Set realistic, achievable expectations. Allocate the necessary staff time. Figure out how to make it work for you and stay on top of it.
