Last week I introduced our new social media approach called FLIRT. Coincidentally, social media is all about flirting with the customer. Its about building relationships and doesn’t every relationship start with flirting? So lets start with explaining our FLIRT acronym. In this week’s blog post we will talk about F for Focus. Focus is all about Strategy. It’s about knowing why you want to use social media, what you want to get out of it, how you will resource it and how you will measure its success. Too many social media implementations start without a strategy ending up with companies being on Facebook and not knowing what content to share or on Twitter and not knowing what to tweet about.
The best way to kick start your social media strategy development is to watch the first 3 minutes of this video from Simon Sinek, posted on TED, about how great leaders inspire action.
Social Media is all about finding and developing your niche to position you differently from your competitors. This video puts this into perspective. Those companies that start from the WHY have found this niche and are in a better position to compete. So your key task in your Focus section of FLIRT is to find your niche. And translate this into a powerful positioning statement whereby you describe your target market, their needs, your offering, the features of your offering, your competitors and your key differentiators. In my workshops, I use Geoffrey Moore’s positioning statement as presented in his book “Crossing the Chasm“. Check this link with a good overview of his approach. The more passionate you define your niche, the easier it will be to create exciting content for your social media engagement and the easier it will be to grow your communities.
Another big benefit of this approach is that by defining your positioning statement, and actually writing it down in one paragraph (also called your elevator pitch), you automatically create your keywords. And as we all know, keywords are the basis for developing your online reputation and your organic search results. Keywords that must be used in all your content; your blog posts (titles), social network profiles, videos, infographics etc. To find out more about how to find and analyse your keywords, read our trainer Marc Campman’s previous blog post about this subject.
So now that you’ve done your homework you can decide your overall social media objectives. Here’s a good infographic in case you still have doubts that you can’t set “Lead Generation or Increase Sales” as a social media objective.
So have you defined your social media strategy? How did you create your elevator pitch? And where did you check the strength of your keywords? Share this with us in the comments.