I noticed the other day en ex-colleague is now on Twitter. The interesting part about it: For a number of reasons I’m certain this individual is not sending their own Tweets, but rather tasking interns and/or PR vendors to do it.
Is that ok?
On one hand, it’s the company/brand that’s trying to gain followers, not the individual – although the account is under the individual’s name. On the other hand, it’s not disclosed that the conversations/ information could be from others within the organization, thus nullifying the experience.
Putting a dog in the fight
As a Social Media strategy becomes the norm in corporate mandates, how best can a bootstrapped company manage the effort? Certainly, you want an individual who is passionate about, and knowledgeable of, the company’s core competencies to be the “face”. As such, IMHO you don’t place that much power in the hands of a green, business newbie intern. How can an intern represent a company in the conversation if they aren’t empowered to respond, nor can they do so properly? Or worse, what if the intern doesn’t engage, but simply post, breaking the most basic rule of listening. Seems like a recipe for failure.
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Are you asking for a response?
If you don’t tell (or ask) people what to do, how will they know? You know what they say about assuming. The same can be said for your marketing efforts. Never assume people know how you would like them to respond.
What have you used to the best success? Brag in the Genius Reactions!
1. Indentify the ideal outcome of your effort
At a high level, it probably falls into one of the following categories:
Build your database
Start a conversation
Once you know your goal, make certain your call to action supports it.
2. Know the desired outcome
Every effort you make should result in an action, which hopefully will lead to business. Different efforts (email, direct mail, blogs, ads, etc.) inspire different actions. Based on the effort, design the call to action to deliver the best value-add for the audience. Repeat: for the audience!
For direct mail to build your database, direct recipients to your website to get a report specific to them/their home/neighborhood. To start a conversation, direct them to your blog where they can leave a comment on a compelling local issue – be it political
If you are using email, you want to make sure your email stands out from the pack! Keep it short and deliver immediate value – like a download of an ebook you’ve written (i.e. 7 Pitfalls Sellers Should Avoid, The 5 Questions Buyers Should Always Ask).
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