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6 Things You Need To Know About Running A Social Media Program: The Audience

2306001896_7e0ce6e0f5This is part 3 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction. Part 2 “The Product” is here.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know Your Audience

Your audience is not “everybody” unless you are selling oxygen or religion…and even then there are plenty of people that don’t want either.  If you really think you can reach everybody, you are sorely mistaken.  You’re also going to be working 24/7 and going broke, because you cannot target everybody.  Now that we have established that, this is another great conversation to have with your client.  They probably have a pretty good idea of who their target audience is; make sure you understand who they are going after.  If you’ve done your homework (by knowing the product) then you can and should add to this conversation.  Once you understand the person that you are trying to reach you can start developing a strategy that will include some social media channels but not others.  Your strategy should also tell you when you should be active online (based upon when the target audience is), how often to engage them  and what sort of external resources you should link to that will add value to the community. If your client has no idea who they are targeting, I would suggest that you consider working this out with them before you start, it will prevent a lot of frustration from both sides.

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6 Things You Need To Know About Running A Social Media Program: The Product

222-facebookThis is part 2 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do. This isn’t a tactical post, I think I write plenty of those. Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know The Product

I think this is the single biggest mistake that I see over and over and over again…lack of product knowledge when you are doing work for somebody else.You may be running a campaign for a durable good or a service. Sometimes it’s just brand awareness so there is not one thing you are pointing to, just the brand. No matter what it is, if you don’t know the ins and outs of what you will be marketing you are doing your client, their customers and yourself a huge disservice. I’ve been invited in to too many conversations that go something like this:

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6 Things You Need To Know About Running A Social Media Program: The Client

111-social networksPart 1 of 6

Over the years I’ve run a lot of social media programs, sometimes for companies or services that I own or manage, sometimes for organizations that have hired me to consult or drive their efforts in the various online communities.  This article is primarily aimed at those that do the latter, although several points can apply to the former.  That is to say, if you are a consultant or work at an agency whose primary focus is running social programs for somebody else, I’m writing this for you.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Continue reading