Before a company can implement a successful social media strategy it is critical for them to analyse how they are to manage their own reputation. To represent your client online requires you to wear the mask of your client. Due to this you must accept full responsibility to act on the part of your client on the side of promotion.
Social networks are no longer a question of the scripting languages being used but instead concerned purely upon the relationships between individuals. Each social network is different as the medium changes the message. Sometimes a particularly social networking site may not be suitable for the class of client you are attempting to promote. If anything the reputation of that client might be harmed because you implemented a strategy involving the wrong mediums of social media.
Individuals online change. This is one of the most important overlooked facts which can lead to reputation errors. When communicating online we have the option to change who we are. Our writing style conveys the formality of who we are and semiotics can speak a thousand words.
Do not forget that we are talking about “SOCIAL” networks. The idea is to be social on the internet. Don’t implement a pathetic viral strategy aimed on catching people out otherwise your reputation will plummet. Work to the rules of the social networking site you have chosen, communicate with the community.
Apart from the misguided companies social networks are largely used to be social. Being social usually involves a form of casual conversation and nothing is worse than a company ruining the party by avoiding those personal pronouns.
Remember that I said each social networking site is different? The same goes for the individuals who reside within each of those networks. It is not possible to tarnish each social network with the same brush. Each network acts individually and the users within those networks are different too. They all share one thing in common though. They are on that network to be social. Even if they don’t communicate often they still shout out their messages and care what people think. Companies need to shout out their messages, communicate individually and care a lot.
Whilst there is a place on the internet for every client, there is not always a place for every PR campaign. Social media is a fantastic tool for joining people together to support a particular cause but not always the best for awareness. On the internet people don’t want awareness but instead content. Using content to spread awareness will work if done correctly.
In my experience the companies who gain the most out of social media are ones who have an online present. Promoting a website is easy if the website is interesting or provides a service. In that way you can find a gap within a social networking community for a product which people would find useful.
A few years ago I designed and built a website with a friend of mine which quickly grew in popularity. The website was aimed at programmers who wanted to create teams online so that they could build impressive computer games. The site worked very well and the success of the website was its failure. The website required heightened attention which we were unable to provide during our GCSE year.
Although this is often the mistake of social media. It cannot be used to make something look better than it actually is. This is down to the simple fact that people converse with each other online and any masking of a product is soon unfurnished. A good product online will do well. It will do even better if it fills a niche in the market.