Hitting the "What Now" Wall in Social Media

So, you’ve created a blog. You’ve started a Twitter account. And, you’ve set up a YouTube page. You are officially part of the social media scene, but then so is everyone else, it seems. So now what? How do you differentiate yourself in such a busy sphere? Here are the three best ways: participation, integration and evaluation.

Participation:

Simply existing in the social media space isn’t enough. Clear guidelines for participation in the space and an eye toward relationship building are musts. Anyone managing a social media account for your company should be well versed in not only how to use the communication tools, but how to frame their communications and when communication should occur. Social media has never been about hording friends, it’s about community building – so a thoughtful approach to the type of community you’d like to build and for what purpose you’re building it is a necessity.

Integration:

Strong social media programs sing harmony to other communications executions. They not only cross social media platforms, but also maximize the value of traditional marketing and public relations initiatives. Examples of ways to leverage your company’s social media work amid traditional avenues include using YouTube videos during presentations, linking to social media content on the company’s Web site, or showcasing a social media tool as a way to have direct discussions with consumers in advertising campaigns.

Evaluation:

Successful social media programs require a substantial time commitment. To determine if the investment of time and money are worth it, it is necessary to measure. And maybe adjust your program, if necessary, to make it more effective. Though the idea of measurement at first may feel overwhelming, both quantitative and qualitative techniques are available to assess your social media program against its pre-set goals.

So, if you’re at the "what’s next?" moment in your social media program, try taking these three steps. Thoughtful participation, thorough integration and honest evaluation may be all you need to begin getting the most out of the social media tools you’ve put in place.