Has Your Social Media Integration Gone to the Dogs?

At this point, most of us are up to our eyeballs in the babble, information and regurgitated messages of self-proclaimed social media gurus. Many of our companies have launched Facebook pages, Twitter accounts and have dabbled in a host of other social networks. It seems like everyone is always talking about “listening” and “engaging” and “the conversation.” But one thing I don’t seem to hear enough about is integration. How does it all work together to serve the greater purpose/mission for your company or organization? Let’s not try to make it something more than it is; social media is just another channel or way to provide customer service, nurture sales and develop relationships.

I’m a “dog person” and so I’m always looking to support animal rescue and improving the quality of life for all creatures, great and small. I “like” The Honest Kitchen – a company that makes natural dog food. I had never heard of The Honest Kitchen or visited its website before I was a fan on Facebook (recommended by a friend, @jillianmk). After checking out its fan page, I got a feel for the company; it cares about quality and really lets its fans create an experience by posting their photos and stories about pets they’ve rescued. This is more than a fan page – it’s a community for people that love rescue dogs.

Some marketers might disagree with me on this, but I think that if you invest the time to create the social arm of your overall marketing strategy, you should devote as much care and strategy as you did (hopefully) to your website. Sure, it’s not going to serve the same purpose(s) but it could be a first impression for many potential customers (as it was for me). With The Honest Kitchen example in mind, here are three key questions to ask about your social media integration:

1. What is your “voice?”

Do you share customer or fan experiences as you do in the store and on your website?  If I visit your Facebook page and then come into your store or visit the website, will I feel like it’s what I expected, or more than I expected? Will someone be responsive to posts from fans or followers and does this person understand why you are using social media and some basics on maintaining your brand/voice?

2. What is your plan?

Have you decided what types of messaging you will incorporate? How often will you post? How will you integrate these messages with your print, TV, radio and web strategies? Will your Facebook posts drive sales to fans website? Does your website give visitors a way to connect to your social channels?

3. What is your level of dedication?

Can you see yourself doing this long term, or having someone dedicated to keeping up with your plan, and making sure it is really integrated with all other marketing strategies?

The way I see it, you’ve really only got two choices when it comes to social media integration:

1. Ignore it (not recommended)

2. Embrace it (as part of your overall strategy that serves a purpose)

How will you use your social media presence? Will you use it to support your overall plan, or will it just go to the dogs?

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About The Author

Missy Stanisz

Other posts byMissy Stanisz

Author his web sitehttp://www.pentavision.net/creative-team/missy-stanisz.html

02

07 2010

3 Comments Add Yours ↓

The upper is the most recent comment

  1. 1

    Missy,

    I totally agree with you. It is very important to integrate a social media plan into every corporate marketing strategy. As a matter of fact, I recommend that my clients have a mix of all the major media depending on who their target market is and where they go for communications. Mostly everyone is on one of the major social media forums. Facebook is probably the most popular right now but things are always changing!

  2. 2

    Charisse,

    Thanks for your thoughts! I think that there’s a lot of misinformation out there and businesses need to make sure they’re approaching their marketing plans from a holistic perspective – not separate and disconnected efforts. I appreciate your comments and thank you for reading my blog entry.

    - Missy

  3. 3

    Missy,

    I had commented on this post in July and since have gone through a new corporate makeover with a new logo and website. Is it possible to change the link on my name so it includes the correct domain name. Right now I have my old name routing to my new name but I am not sure how much longer I will be able to keep that. My new domain name is http://www.ChareneCreative.com

    Thanks in advance and if you should have any questions, please do not hesitate to contact me at c.louis@charenecreative.com


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  1. Tweets that mention PentaVision's "What's Your Story?" Blog » Blog Archive » Has Your Social Media Integration Gone to the Dogs? -- Topsy.com 05 07 10
  2. PentaVision's "What's Your Story?" Blog » Blog Archive » The Grapes of Wrath: How My Experience with a Michigan Winery’s Facebook Page Was Bad, with a Bitter Finish 09 07 10

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