“Did Social Media Hijack My Communications Strategy?” was the question asked by Mike Smith, a developer who focuses on internet communications strategies, during last week's Web 2.0 Expo. It’s obvious that Web 2.0 and socia
l networking have completely changed the way we communicate on the web. With that in mind, the webmaster tried to give some advice for “survival in a Post-Facebook world” at the conference.
First of all, companies should understand that their web strategy is a mix between email campaigns, website, mobile and social media. That’s why it is very important to have a global vision. The aim is to use each tool to create specific content but also to interact with the others as support. Let’s not forget that social media seems to be the best way to connect with the audience. Indeed, email is becoming less and less powerful. According to a study by ReturnPath in 2009, of the 90 trillion emails sent in 2009, 95 percent were considered spam.
Secondly, before creating a Facebook page or a Twitter account, companies have first to determine the goals of each social network and then the person who will be in charge of it. It’s very important to create timely content, to answer questions asked by users and to develop a dialog adapted to digital lives. And let’s not forget that social media takes time and money!
In order to use social networks well, companies should track what kind of social networks their targets use. It’s clear that Facebook is overall the most popular globally. But in some countries, it’s not. According to a map created on Vincos Blog using data from Alexa and Google Trends, the social network most used in Brazil is Orkut; in Russia it’s V.Kontakte. To track sentiment, there are a lot of tools which help companies monitor their brands, for example TweetBeep, BackTweets and Scoutlabs.
Mobile is the other future of online strategy. According to Morgan Stanley, Mobile users will exceed desktop internet users in 2014. That’s why enterprises should prepare themselves by creating a mobile version of their website or develop specific applications for a particular device.
For companies, going mobile and going social media is vital… but it’s also important to create the best presence.