Social media allows people to be more connected than ever before and marketing is changing rapidly as new technologies come available. Online users are communicating in real time and every brand in the world is being caught up in the conversation whether the company is actively participating or not. Venturing into social media means opening up your brand and company to the world at large and giving up some control over how your message is being spread. How do you take back some control and make sure that your brand is being promoted in a positive and effective way?
Harnessing the social Web and social media to promote your company’s brand the way you want it to be seen requires a well thought out plan to achieve long-term results, but it is not dif cult. By following clear evidential best practices and choosing the strategy that best ts your goals (whether they are brand building, link building, an integrated campaign or a long-term social media plan), you will drive your company’s online presence to succeed.
The keys are flexibility, transparency, and swiftness of response. Your company can use a dedicated team or enlist the whole company to help, but it is important to be “yourself.” The public wants and expects to communicate with you and if they have a good experience, they will spread “social proof” about your brand to new audiences and networks, even some that you may not have thought of yet.
Word-of-mouth is still the most effective form of marketing and engaging your audience via social media is simply using technology to drive this kind of strategy forward.