Posted on April 19, 2012 by Engage in Social Media There was a time not long ago when the term “social media strategy” amounted to setting up a Facebook account and enthusiastically asking customers to “Like” your product.
In the immortal words of former NFLer and ESPN football analyst Keyshawn Johnson, “C’mon, MAN!”
I know a three-year-old Malti-Poo named Lucky with his own Facebook page (I’m not even kidding). In today’s ever-expanding media marketplace, the old set-and-forget approach is quite literally for the dogs. If your business or association wants to play in the social sandbox it had better be willing to learn some new tricks.
Simply being on Twitter or Facebook or even Pinterest won’t do. Social media, in any form, is but a single layer in a larger plan to keep content fresh, engage customers and readers alike, and grow your brand.
Research indicates that most institutions understand this concept, but struggle with one question: How? The challenge is particularly acute at small businesses and nonprofits, at such places where cash flow and resources are scarce commodities.
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