Social Media: Everybody’s Doing It
Frequency also matters. "Social media was designed to be up-to-date and interesting," Henley notes. "Strive to update daily using productivity tools like Hootsuite.com and strive to have personality."
Henley recommends the candy brand Skittles on Facebook as a stellar example of "what [an] amazing Facebook personality looks like."
If you are a publisher whose social media presence is somewhat lackluster, you can start to encourage people to write for you or have them featured in your news feed, Blank says. If you are an individual trying to tackle social media, he adds, have someone guest post for you.
Coatney says a publication should elect someone interesting to promote the social media strategy. "It's the same process as any good headline writing. ... It's a craft that draws attention," he says.
4. Do a case study before you implement your strategy.
You should try out a strategy before you become an active participant, Coatney says. Once you feel good, you can become more specific. For example, you can start incorporating humor in your tweets or other updates. (Your specific approach will depend on your core values as a company.) Once you highlight your goals and priorities, you can get specific. Allow yourself a few weeks to practice and fine tune a strategy that best works for you.
Blank recommends trying a case study before creating an official social media strategy. Create a safe environment and a small sample to test. Create a report afterward discussing what you did, how it could be done better and the study's outcome. The most important component of this trial process? Communication. Everybody should be on the same page and agree on the social media strategy, says Blank.
5. All for one and one for all.
When it comes to working on social media strategies, Blank suggests that a company should encourage all to help and "not make it feel like it's a horrible chore." Not that everyone needs to be on Twitter, but companies should hire one person as a resource to help everyone else have some basic understanding of it. It's like customer service.