Communication – Welcome

Many brands start up Facebook pages, twitter accounts, youtube channels without actually having a social media strategy.

Social Media isn’t about spreading out your a unique message on the most media canals possible. Broadcast era is over. The expectations of users and customers have changed.

They require engagement from brands, conversation and especially the setup of a relationship.

The main issue here is to combine the right dosage of Social & Media advantages. If you want to start a communication campaign on Facebook by spreading your message without taking account of your audience reactions, give up.

If you create a twitter account in the unique goal of tweeting about the advantages of your brand, you’ll soon be unfollowed.

Some brands tend to promise interaction with their audience when starting on Social Media. The thing is, only a few keep it. Promising interaction when not giving it will only be negative for you. Empty pages, lack of reactions,… increases bad reputation for your brand.

This concept was explained with the term “Social Media Washing” by Cedric Deniaud, in comparison to Greenwashing, and different pseudo-Environmental promises from certain car dealers. He pointed out the fact of certain companies promising a Social Media investment to their clients without actually fulfilling them.

If you decide to take part in the Social Media Adventure, you need to have a plan and be ready to take time in preserving a valuable relationship with your audience, create valuable content and get to know their needs.

An evolution of Communication has been observed this past decade. The effectiveness of brand spreading out there message regardless of the feedback of their costumer is over. The Customer now owns several tools to express his opinion, that can have an impact on the Brand he talks about.

To join their audience in this conversation, brands need to play on the same field, but not without a few stretches and trainings.

Starting a strategy based exclusively on the observation of other brands succeeding on Social Media is dangerous and often doomed to failure; No one is able to run a marathon without being prepared!

Here are 11 questions any brand needs to ask itself before deciding to start any Social Media Campaign, for its sake and its customer’s.

1. What is the Goal of my presence? What will it bring to me/ my audience?

2. What content am I going to publish?

3. Which style of language is used by my target audience?

4. Who do I want to reach? How can I reach them?

5. Where shall I join the conversation?

6. How am I going to talk in order to give an added value to my customers?

7. Who should I talk to? Who is where?

8. Which tools can I use to be heard, or better, be listened?

9. Who, amongst my company, is going to interact with my audience?

10. What amount of time am I prepared to invest in this communication strategy?

11. What are the KPI’s of my strategy? What will translate the success of my communication campaign?

Any other questions to complete the list?

Here are 11 questions any brand needs to ask itself before deciding to start any Social Media Campaign, for its sake and its customer’s.

1. What is the Goal of my presence? What will it bring to me/ my customers?