Social media is not something you just add on to your existing marketing plan.
It won’t work if you say, “Hey, last quarter we tried coupons, this month let’s try social media.” It’s not an advertising medium.
If you want social media to really work, you have to pull apart your whole marketing plan, and your company culture, and rebuild everything with “social” at its heart.
I have worked with a couple of different companies over the last little while, both of them in the B2C space, both of them in their first year of business. But they have had very different levels of success with social media.
The first company built its company and its marketing plan along traditional lines. Old school marketing. And then they decided to give social media a try. They just bolted it on.
It didn’t work.
The second company was more of a “native” web business. Its founders were younger and had grown up with the web. This business had “social” at its core. Everything - from sales, to customer service, and to marketing - revolved around social media. In fact, even the way people communicated within the company took place on a social platform.