For many people, “Social Media” is an ambiguous term that refers to a collection of websites that lots of people go to and waste time. But they also hear that social media is good for an organization, and so they create a Facebook account or a Twitter account, post up some pictures and updates, and then forget about them when nothing happens.
Social Media is a tool, just like a brochure, radio ad or mailing. It needs to be used wisely. There has to be a strategy behind it; otherwise, it will be a tool that gathers dust or hurts the business.
You need to answer these four questions:
- Who are you?
- What do you do?
- Why does it matter?
- Why are you better?
Then, you need to identify who you are trying to reach. Is is the teenage girl market or the 40-something males?
Finally, create a fictitious person for each market and give him or her several attributes. For example, an upper-middle class homeowner who has a tech job. When you construct such a person, you can write more intelligently as you keep that person in mind. It’s like putting a name to a face but even more so.