MARKETING MATTERS
By Dave Dronkers
1) INSTITUTE A FORMAL SOCIAL
MEDIA POLICY.
Social channels—including blogs,
social networking sites, and image
sharing sites—are a potential minefield
for intellectual property abuse. So it's
critical that your social media policy
clearly details what can and can't be
shared online by employees who post on
the company's behalf.
Your social media policy doesn't need
to look like a legal document. It should
simply outline how your business and its
employees will be represented in a virtual
social world.
5 Best Practices
for Social Media
S
ocial media has quickly become the glue in our digitally driven world; it's
changed how companies market their brands to customers, and also how
they interact with customers.
Whether you have a marketing department, an intern or tech-savvy employee
who manages your social media activity, you should have a social media training
program in place for three reasons:
Tackling a social media training program shouldn't be too difficult if you follow
these five key steps.
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| JULY/AUGUST 2013
2) DEVELOP A SOLID TRAINING
AGENDA.
Your training agenda should include
subjects such as personal privacy and the
basics of digital citizenship.
You also want some creative guidelines.
Teach employees how to write interesting,
relevant and valuable online content that
best matches your brand or business.
Be sure to cover when and how to
respond to public comments regardless of
the social media channel. In particular,
handling negative or abusive comments
can frazzle even the best social media
manager. Knowing when and how to
respond can protect brand identity and
your business.
2) TEACH YOUR EMPLOYEES
HOW TO ENGAGE.
You want to avoid any type of content
that will put customers off or dissuade
people from being interested in your
product or service. Make sure your
company's social media channels are
broadcasting the following:
your personality into your tweets and
Facebook posts. No one wants to read
cold, lifeless posts.
effective marketing. Whether it's sharing,
commenting, buying or subscribing, a
call to action tells your audience what to
do with your company's content.
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