Social Media Strategy: Don’t Ask What, Ask Why?

by Matt Stengel on November 9, 2009


Word-of-Mouth (WOM) advertising has once again become a powerful way for a company to spread information and create buzz around its’ brand(s) thanks to social media platforms, such as Facebook, LinkedIn, MySpace, Twitter and YouTube.

According to a Cone research study, 60% of Americans use social media, and of those, 59% interact with companies on social media Web sites. Study

According to that same survey, 93% of social media users believe a company should have a presence in social media, while an overwhelming 85% believe a company should not only be present but also interact with its consumers via social media.

However, There’s more to social media than simply creating a Facebook brand page and Twitter account. A strategy is still needed because consumers are reaching out to social media communities for decision-making purposes and an ineffective social media strategy, or a lack of a strategy all together can affect the decision(s) your consumers or potential consumers make regarding your brand.

This need for a social media strategy has many companies re-thinking the way they do their advertising and marketing, but more importantly is has companies asking themselves “WHAT?” “What social media applications should we use?” What social media strategies should we implement?” This is okay except it causes them to forget about the strategy and the brand- the two most important things.

Instead of asking the question “What?”, companies should be asking themselves “WHY?” Why should we use social media? Why should we blog? Why should we be on Facebook or Twitter? Why should we make a YouTube video? Asking “What?” only helps you pick a social media platform. Asking “Why?” forces you to really think about your strategy, and in these tough times it’s all about developing a strong strategy.

So why is your company using social media platforms as part of its marketing communications strategy?

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