- Create social media-friendly content on a regular basis: This content should be used across corporate communications. Make sure the content is not leftover or recycled content. To work effectively, it must be useful information that consumers want and find interesting, effective and useful. Examples include additional ways to use your product or showing step-by-step how to install your product. Ask visitors what type of information they want.
- Cross-promote social media marketing in online and offline marketing: Mention social media marketing efforts in online advertising, Web site, e-mail, mobile, packaging, direct mail, television, print, out-of-home, and other advertising/marketing efforts.
- Extend customer service reach and responsiveness: Use social media to respond to customer questions, comments, and appropriate conversations. A relevant, personalized response is recommended. Avoid giving an automated answer.
- Extend the reach of company events online: Extend by using a variety of social media tools such as Twitter, slide sharing, and video sharing. This includes live demonstrations and/or live blogging and/or tweeting of meetings, shows, and conferences.
- Extend PR efforts through social media use: This includes social media press releases, blogs, video, photographs, Facebook Fan Pages, Twitter, slide sharing, and other social media options to get the word out quickly and broadly.
- Provide faster, more effective crisis management for public issues through the use of social media tools: Have on-going social media monitoring, provide social media training to appropriately engage consumers, and have a process to raise potential issues that you may face. Use social media to respond quickly and appropriately.
- Gather customer input and feedback for market research purposes: This is good for gaining useful insights about your products through forums, in-person meetups, blogs, Facebook, Twitter, and reviews. Consumers may provide suggestions that wouldn’t have surfaced within the organization.
- Expand human resources’ reach and effectiveness: New talent can be acquired more quickly and cost-effectively through social networking. Managers can preview job seekers’ work online. Additionally, good work by existing employees can be showcased through a variety of social media formats and environments like, the month might be highlighted on a Facebook Fan Page.
- Enhance investor relations through the use of social media: Use videos, slides, podcasts, and Webinars. Create and share content that gives investors a feel for your business such as new business performance and promoting your investor day.
- Facilitate cross-organizational relationships: This can be done through corporate networking presence such as LinkedIn or private social networks.
