24 hours availability
Be prepared to respond in real time as it can become bureaucratic to keep pace with many fans. Engaged users and fans expect that you care about them and respond as quickly as possible. If you don’t have a social media team this can become a challenging project.
One company
The whole company needs to stand behind your overall social media strategy and framework. Without the support of senior management it will be hard to be social media lead and even harder to get employees involved into posting the company’s values and messaging.
Webmaster needed
With more social networks evolving, marketers face an increasing complexity in managing different code implementations on their pages although the providers improve easy of generation continuously. Some pages have a very static structure where small changes can outburst into big tasks with many engineering resources involved.
Make honest headlines
The creation of unique and engaging content requires time, creativity and research. You have to sensitively elaborate a healthy balance between promotional posts and general comments.
Listen to your recipient
Understanding your audience and finding out what works best for each of your brands goes beyond looking at your own social page but involves also watching the competition and other places where your audience engages regularly.
Evaluation of success
Determine the value of a button click and monitor how it changes over time. Users who like you are not equal to buyers or loyal customers. You will learn on your way what success can be attributed to your social buttons.
Establishing a free community
Creating a community can be very challenging, because the click on your button is the only thing most of your users have in common at first. It is probably the best to let them to engage naturally with each other on the walls but you might need to post navigate in line with your corporate framework for your social media approach.
More than Facebook
Once you start with social media you must be aware that Facebook is not the only player out there, meaning that you should be prepared to manage your button strategy across different social networks homogeneously to achieve your strategy’s goals.
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What do you find challenging? Share your thoughts!
