No matter your industry, if you have invested your time and energy in creating a social media presence for your company or brand(s) you need to know and react to the rules/ regulations that exist for your product type.
Best practices are important.
What are winning brands doing in/ with digital media?
Evaluate and comply the rules as it relates to other types of media, like TV and anything that is broadcast. It's important to compare and contrast and show responsibility. Remember that social media, the web , and interactive is easy to share and transfer. There is good exposure and bad exposure.
Know how specific markets interact with, engage and use digital media. So multicultural, trade vs. consumer and research and insights are vital drivers.
Ongoing analysis is critical to setting strategy and driving ROI.
Extended attribution is important . This means being able to measure and track the value and possible repeat purchase of friends, followers, viewers, likes, fans, check -ins. Rarely is this efficiency in house unless the company has specialist in the discipline; so procure, love and communicate with a great outsource, consultant or agency that
All digital channels have limits on content distribution and so too on how you expose /advertise your brand content.
As a manager of any service or brand it is important to do a few basic things as it relates to digital media.
- Be compliant with industry and company code and consider your growth angles.
- Measure all digital channels and that includes twitter, facebook, Foursquare, Tumblr, YouTube and Google+
- Incorporate the Google +1 into your website and brand blog entries
- Remember that email still matters..keep the list alive and clean; remember that addresses have a shelf life
- Create a dashboard that allows you to see results, campaigns, spend for all digital channels. To heck with the silos INTEGRATE, PARTICIPATE, LIVE DIGITAL and bring the best impression to your consumers and the brand
- Integrate and create good relationships with the managers and peers that manage other digital channels not under your charge. It makes it easier to know what is going on.
- Never forget search engine optimization as it relates to any social media strategy, tie in and tie back
- Watch your competitors' behavior, campaigns and positioning in the digital arena
- Evaluate, be insightful and stay conscious on the movement and position in other channels...your responsibility is to help your company or brand stay whole and grow
-Make sure you and your team know how campaigns render on the consumer side across devices. In this new age of digital, brands can translate differently than intended based on the devices ( pc, tv, tablets, smartphones, GPS, cableTV, etc.)
- Adrienne A. Wallace
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