Remember Social media is Social!
Social media strategies are becoming automated, impersonal, and are actually contributing further to the exact problem they were put out there to solve for: streams of noise, shouting, and irrelevant messages.
Developing a people-centric social media strategy is a huge opportunity for companies to differentiate themselves from their competitors. A seemingly “faceless” brand making a personal connection over social media is such a rarity, that when it does happen, the resulting positive emotion from the recipient is remarkable in comparison to the avalanche of noise out there.
The Easiest Way to Scale Social Media Is Around People
You see, your company is a living, breathing entity, made up of many people and departments. Your most important relationships to manage are with your prospects, leads, and customers, and social media is a rich, nutritional resource for fostering these relationships. Social media is meant for messages from the real people in your company, to the real people out there on the internet.
Have Messages Come From the Right Person
This personal social media strategy not only becomes scalable, but becomes much more effective when you distribute the responsibilities of your entire social media marketing contribution across the various departments of your organization, to the most relevant people. At any given time, you have people in every part of your funnel. Marketing wants to hear from prospects. Sales wants to know what their high quality leads are saying. Customer Service needs to know what issues actual, paying customers are facing. Let them contribute. Let them be part of the Social Media Management team.
Every Department Needs a Social Media Strategy
Start by identifying the departments that will play a role in your social media strategy, what their goals in participation are, and help them customize their social media feeds to satisfy those goals.
Make social media marketing a daily responsibility for each of these team members. Only when you have an integrated approach towards social media marketing implementation, that you can truly connect with your customers on a personal basis.
Remember, if brands = relationships; then social media makes or breaks it for you.
(input from Hubspot)