How to Outline Your Social Media Marketing Voice Objectives
When you’re defining your social media marketing voice, you need to consider what you’ll be using the SMM voice for. Knowing the objectives that it serves and how it supports your marketing and business efforts more broadly is instrumental. If you haven’t defined the objectives for the SMM voice, don’t take up valuable time (and potentially resources, too) in identifying that voice and putting a program around it.
Some of the more common objectives served by having an SMM voice include the following:
Providing industry and company insights to all stakeholders.
A lot of people are probably talking about your brand on the social web. Many of them are probably forming strong opinions about your industry, your company, and your brand, too. Some of these people may be very influential. They could be key influencer bloggers, shareholders, customers, competitors, or market analysts.
An important objective for having an SMM voice is to share your company’s own take on industry and company issues with the broader world and negate any false or unfairly biased perspectives.
Building awareness for your products and services.
Every month there appears to be a new social platform on which your brand needs to have a presence. This may be Facebook, Tumblr, Pinterest, CafeMom, LiveJournal, or Twitter. Your customers may be gravitating to that service and could be discussing your brand and forming opinions about your product there.
Your SMM voice is needed to simply build awareness of your products and services, communicate accurately about the products, and dispel any myths about them on these social platforms.
Forging deeper, more trusted relationships with your customers.
Sometimes your SMM voice is important to simply deepen your relationships with your customers. It may be focused on giving them category purchase advice, sharing tips and tricks about your product, and helping them through product purchase or upgrade decisions. In other instances, it may be about simply participating in conversations and being a helpful representative of your brand in ways that enhance your consumers’ lifestyles or their sense of who they are.
Responding to customer service and product complaints.
When customers are struggling with products, they often complain about them in conversations with their peers or other people who are facing similar challenges. You have a huge opportunity to listen in on these conversations, hear those concerns, provide customer support where you can, and learn from those complaints.
Some of the most dynamic examples of companies embracing the social web successfully have been from companies hearing complaints on platforms like Twitter, responding to them in real time, and providing superior customer service. The ROI (return on investment) of this strategy is easily measurable. The shoe company Zappos, acquired by Amazon in 2009, conducts this customer interaction successfully.
Providing discounts and promotional information.
Most brands offer discounts and special promotions on a regular basis. What better way than to share these than via the social platforms as well? Increasingly, brands are forming micro-communities with passionate brand advocates for the purpose of offering them special discounts and promotions before extending them to the wider public. This strategy builds buzz for the brand on the social web and deepens the connection with the most loyal customers.
If you do offer discounts and special promotions, you must be prepared to redeem them. Account for the promo to be successful; when it is, your company won’t have trouble redeeming it.