We’re talking about measurable social engagement strategies for corporate communications — reasons to get started for public relations professionals who haven’t made engaging in online networks a part of their day-to-day business. I’ll be sharing an idea-a-day this week. I’m suggesting ideas that can become part of your daily routine, and part of strategic programs, along with ideas for how to measure their success. Here’s idea #2:
Idea #2: Getting in front of…or catching up to your competitors.
You might do a few searches and find that no one is talking about your brand and think, “My customers aren’t using social media — I don’t have to worry about this yet.” But…are you sure about that? Maybe they just aren’t talking about you… The first, most important step is to make sure you’re watching — that you’re monitoring the forums, topics and keywords that are important to your reputation and sales.
If your competitors are being discussed without you, there’s an issue to address — how can you become part of the conversation?
If customers are complaining about competitors’ products, is there an opportunity?
If no one talks about what you do…there may be an opportunity to start something new — a web portal, blog or partnership — or an indication that online resources need to better support offline interactions.
The remedy is to actively monitor, evaluate and plot a strategy that delivers for your company.
Measure by links back to your website from social networks, tone of key messages visible online, search engine positioning.
Contact me to talk about communications strategy, positioning and messaging for your organization.