Comments on: Social media: think “why” before “how” http://blog.matternow.com/2010/06/30/social-media-think-why-before-how/?utm_source=rss&utm_medium=rss&utm_campaign=social-media-think-why-before-how Smart PR professionals blogging about smart things. Wed, 01 Feb 2012 21:25:45 +0000 hourly 1 By: Jesse Ciccone http://blog.matternow.com/2010/06/30/social-media-think-why-before-how/#comment-286 Jesse Ciccone Thu, 01 Jul 2010 20:41:18 +0000 http://www.matternow.com/blog/?p=803#comment-286 Right on. And I'd add a fourth question to the list...what are we hoping to achieve? Awareness, loyalty, sales, engagement, advocacy, reduced costs? Depending on your market and customers, social media COULD help in any and all of these areas, but probably not all at once. Have to establish your goals and metrics upfront to conduct meaningful measurement down the road. Right on. And I’d add a fourth question to the list…what are we hoping to achieve? Awareness, loyalty, sales, engagement, advocacy, reduced costs? Depending on your market and customers, social media COULD help in any and all of these areas, but probably not all at once. Have to establish your goals and metrics upfront to conduct meaningful measurement down the road.

]]> By: V Boynton http://blog.matternow.com/2010/06/30/social-media-think-why-before-how/#comment-284 V Boynton Wed, 30 Jun 2010 19:12:50 +0000 http://www.matternow.com/blog/?p=803#comment-284 In my experience, any company considering social engagement should ask themselves three questions: Does our audience use social media? Do we have something unique and/or meaningful to offer our audience by creating a social presence? And, Do we have the time / staff to support this effort? The first question can be answered by a little bit of research to see whether the brand or industry (niche as it may be) is being discussed in blogs, microblogs and social networks. The second question is a little more introspective - they have to consider their actual strengths and weaknesses, as well as their willingness to become nearly (if not wholly) transparent online. The last question is simple - social engagement is full-time, and it requires either a dedicated staff member or a small network of support (whether in-house or mixed with outside support). And one piece of new content a week won't cut it - different platforms require different levels of activity. Any company considering jumping in should be clear on the necessities, potential successes or potential challenges of each platform. Good thing there's a company like Matter around :) In my experience, any company considering social engagement should ask themselves three questions: Does our audience use social media? Do we have something unique and/or meaningful to offer our audience by creating a social presence? And, Do we have the time / staff to support this effort?

The first question can be answered by a little bit of research to see whether the brand or industry (niche as it may be) is being discussed in blogs, microblogs and social networks. The second question is a little more introspective – they have to consider their actual strengths and weaknesses, as well as their willingness to become nearly (if not wholly) transparent online. The last question is simple – social engagement is full-time, and it requires either a dedicated staff member or a small network of support (whether in-house or mixed with outside support). And one piece of new content a week won’t cut it – different platforms require different levels of activity. Any company considering jumping in should be clear on the necessities, potential successes or potential challenges of each platform. Good thing there’s a company like Matter around :)

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