I have recently read some articles about social media just being addressed on a tactical level by companies. I don’t know if this is really the case, but it would be interesting to know how many companies have a proper strategy in place for their social network activities that is linked to their corporate objectives.
Let me give you an example:
A corporate objective might be to change the brand perception of the company – for instance to be perceived as a services company instead of a product company. The goal is to have 50% of the target audience perceiving the company as a services company within two years. One of the strategies could be to use selected social media sites to change this perception.
By linking the strategy of your social media activities to your corporate objectives, it will be much easier to create the tactical plan. You will know which channels to use, since you know who you would like to reach, you will know how to act, since you know who you would like to have a relationship with and you know the actions you need to take and how to follow up.
So, before you start building a fan page on Facebook, open a Twitter account or loading up videos to YouTube ask yourself – What do I want to accomplish? Why do I want to be on these sites? Who do I want to connect to? And, how does being on social media sites connect to my strategic objectives?