Even if your company is firing off tweets every hour and constantly tending to its Facebook page, how do you know if it's working? Before getting your organization to use social media you should first decide how to measure your efforts and what characterizes success. Is it the number of hits on your organization's Web site, is it the number of fans on your facebook – what are the metrics?
Here are a few mistakes organizations make:
Not Every Organizations needs Social Media
Not every organization needs a facebook and twitter. Analyze your individual needs and figure out what you are trying to achieve and the audience you would like to reach. Maybe you should be on LinkedIn instead of facebook and twitter. A government contractor may need to connect with key government allies while a night club may want to attract more clientele.
Don’t leave it up to the intern
You should NOT handover your social media responsibilities to the most inexperienced staff members. Your organizations social media strategy should be implemented by someone who posses strong communication skills, understands your organization’s message and vision and is not shy when dealing with the public. Social media is after all about being social and personal.
The conversation has to be on a two way street
Social media communication like any relationship should be conducted on a two way street. Organizations too often see using social media tools as just another way to push out information. Bombarding people with advertisements or press releases won't earn you many followers, it’s all about engaging your audience in dialogue.
You must follow up after the connection
Your organization should not bring people together then abandon them with no follow up. Use social networks like Facebook to continue the engagement on a regular basis with those who attend your organization’s big conference or event.
Posts
