The number one question to ask yourself when developing your corporate social media strategy is: “What is the impact and alignment of the social strategy and business goals/objectives?” You should first start by looking at three key criteria;
- Strategy: plan that marries your business objectives and your business insights to your users
- Enablement: active commitment to becoming a social business and making social a part of the company DNA
- Content: Storytelling! What you’re saying must pass the “Who gives a crap” test!
LinkedIn is a powerful tool and a powerful addition to your social media strategy. This tool goes beyond just “status updates” or “push information”. When creating your strategy LinkedIn (or any social platform) ask yourself:
- How will the platform tie into the overall social media goals?
- What do I want this platform to look like in 3 months, 6 months and longer?
- How do I “Keep it real” and engaging to people vs. pushing the same information to a different platform?
- What is the reason I am on this platform, is it ONLY because the cool kids are doing it?
Once you have a strategy in mind you can now put together your plan. Below are six components of a social strategy and sample/generic objectives:
Drive professional conversation, engage business minded users and answer questions by industry professionals. This will establish your brand/company as an expert in areas outside of your product/service.
- Drive traffic to the corporate website and/or landing pages
- Utilize product/services page to promote products and receive feedback on product/service offerings
- Cross pollinate relevant content to other social media communities AND provide content in a different forum.
- Create and/or join groups that are in line with your business to establish your brand as a leader.
- Participate in conversations on company related topics and business questions.
We will use the LinkedIn community as a platform to interact with business minded professionals and engage peers on a professional level regarding our products/services., thus showcasing our expertise and leadership in our industry.
- Professionals with a business mindset vs. a more “social” platform.
- Users who are less likely to interact on networks such as Facebook or Twitter.
- Potential customers that interact with competitors products/services
Compare stats, activities, connections and interactions. Also, gage your interaction/adoption because it is more important than just obtaining “followers”
What works and what does not work, you should measure against current stats (if available) and pay attention to:
- Increasing engagement on corporate pages and product/services pages.
- Identify sources of new members/followers
- Gauge your target audience reach.
- What are the engagement sources and which ones are working best.
- Goal achievement and relevance.
I hope this helps as you build your social strategies. Remember you may not be able to build a strategy for every platform, so start with one and let it roll!