The best way to make sure your corporate social media plan has heart and soul is to keep it separate from your marketing plan. Does that surprise you? While both plans have a common goal – building business – they are at odds in the way they approach the market. Marketing’s goal is to inform through one-way communications using carefully crafted words and images. Social media, on the other hand, is all about connecting; building relationships by inviting conversations.
You can incorporate your business’s spirit by giving ownership to the stakeholders; the people who deliver the services or manufacture the widgets. Here are my seven best tips to get there:
- Find the people in your organization who are passionate about what you do. These are the voices you want on your social media platform.
- If spelling and grammar are not their strengths, get them some help in the form of a proofreader. You want their voice to come through loud and strong – so don’t let them get discouraged if their work requires lots of edits. Here’s a list of terrible spellers that the world continues to enjoy: Jane Austen, Winston Churchill, Ernest Hemingway, Albert Einstein.
- Paint a clear and compelling picture of your company’s vision. Make sure everyone who posts on your behalf understands where you’re going and is jazzed about it.
- Create a culture that believes every communication deserves a response. A social media plan that doesn’t include responding to every communication will fall flat very quickly.
- Make your blog the heart of your social media program. The best corporate blogs are written by several people and post at least twice a week.
- Draw up an editorial calendar that captures key corporate dates as well as national holidays and any other special days like Earth Day, Boss’s Day Valentine’s Day, Staffing for Canada Week, etc. Your writers will appreciate the prompts.
- Assign writers to specific blogging days but not topics. Allowing your writers to create posts on topics that they’re excited about in the moment will encourage creativity and keep the writing fresh.
What else would you suggest? What have you tried that has worked well? Please feel very free to participate in the conversation by leaving a comment below. If you enjoyed this column, I’d love it if you shared it with your network. You’ll find convenient social networking buttons below.