Читать книгу The Social Media Advantage - Holly Berkley - Страница 6

Before you sign up for your first Twitter account or register a name for your blog, define what your business’s overall communication goals are. Just like any marketing and communication vehicle, you have to plan for how you will use social media and how you will measure the success of your efforts.

Figure 1.2: Trying to excel at each channel is impossible.

You should also recognize that there is a misconception about social media: that engagement is cheap or even free. Although the social media tools themselves are free, building solid online community profiles takes company buy-in, organization and an investment in time and resources. Your business’s social media cannot be run by your high-school aged child or some random intern. What goes out on the social networks must reflect your company’s intellect, quality, brand, mission and be aligned with your overall business goals. Therefore, the content and messaging needs to be managed by someone with a vested interest and passion for the company and the topic at hand. Social media, when used correctly, can effectively support the communications for most groups within your organization, from PR and marketing to research and development, and from knowledge management to internal communications and recruiting.