Why social media Build relationships with customers and media. Reputation brand management. Create consistent message. Immediate results. Find what interests your customers through measurement.
Why we did it Social media is one area of our overall plan. It’s part of the bigger picture and works together with other communications tools. Every year we develop a social media plan based on CML’s strategic plan.
Strategic Plan We are driven by our strategic plan, with customer-focused strategies to meet our customers’ rapidly evolving needs.
Our social media strategy 2010: Sharing our value message. Levy year. 2011: Focusing on our collection, eReaders and positioning us as industry leaders. 2012: Reader’s advisory, exceeding customers expectations, measurement and new website. 2013: Reading, engaging customers, Robin Reads
Basic social media strategy Social media policy. Listen. Engage if/when it makes sense. Adjust – if it’s not working – stop. Start by using a few tools really well – Facebook, YouTube and Twitter. Monitor and measure.
Rules of engagement 70-20-10. It’s about customers. Always monitor and respond. Know when to stop responding. Not every comment deserves a response. Keep your emotions in check.
Creating your online personality Don’t differ from your brand – tie back to strategic plan. Share information that’s interesting to customers – not self-serving. Friendly, human interactions – yet professional. Like other community pages or businesses. Respond on their pages.