In the course of talking to prospective clients I’ve found a mixed bag of comments that all go something like “I got plenty of people who are on Facebook all the time, you can create an account in 5 minutes”
Selecting your Social Media Brand NAME
As a marketer you already know the importance of using consistent images and names. It becomes even more important in social media because you want people to find you when they use a search engine. If you have a mixed bag of names your message may not reach the people you want to reach and, like two ships passing in the night, you will never engage in conversation. One very good service to use to begin the process is Knowem. However, Knowem doesn’t help you establish your brand in your industry specific niche forums.
Read the “Terms of Service” (TOS)
Just like entering a new foreign market there are cultural “rules” that should be followed. By not showing respect for the local culture, and taking the time to understand it in advance, you risk creating a negative brand image that could take years to recover from to get back to zero. Don’t burn your bridges and not even realize that you’re doing it. Social Media spaces have their own culture. You are entering a cyber world. Be sure to have a good understanding of how things work before you make the trip.
Linking your Social Media
There’s quite bit more to think about that I’ve put into the slide show below. Take a peek at it:
Getting in & Staying IN the Space
Here’s an example, when I started using Slideshare as an add-in app on my LinkedIn profile it was NOT a social network. It was a place to put slideshows to pull up on customer & client computers. NOW, it’s a social network…. and the added functionality is expanding weekly it seems. Every social media site is doing the same. As they grow, they are becoming more and more niche, more and more industry specific, more and more topic specific. Getting IN is critical at this point so that you, and your company, can establish your brand as a thought leader and engage and develop relationships…. but, you MUST stay engaged and continue to drill down as the individual spaces evolve.
I recently had a conversation with a client about YouTube and how it has evolved. I showed them Don Fitchett‘s YouTube Channel Business Industrial Network. Don has been in that space (and many many others) for some time. He has over 430,000 upload views, has 1500 subscribers staying current with his latest news and he has over 5,000 friends. That didn’t happen overnight. Don is continuously engaged with his clients and potential clients. Now ask yourself two questions:
- If I wait for the dust to settle how many customers might my competitors pick up and I won’t know about it?
- If I jump into the space and don’t understand the culture, or have a plan, what will it cost me?
Conclusion and Take-Aways
Without a plan you may find yourself creating a negative brand image within the space and end up spending more money trying to undo what you created and start over.
I look forward to your comments and questions.
Special Thanks to @RonDavies for blogging about “Knowem”