110. Do your homework Social media is not necessarily for everyone Determine if there is an audience for your business to engage Locate your customers’ top network Listen to what is being said about industry/company Evaluate risks vs. rewards Set engagement strategy 8
111. What’s in a name Select your company name as user name If unavailable, find something close & easy to remember Example – Twitter.com/jeffesposito was taken so I went with @JeffEspo; Boston Market is BostMarket on Twitter You want your customers to be able to find you easy Also lends to easier communications Don’t make customers have to search your profile
112. Keys to Success Identify key networks & stakeholders Don’t try to do it all at once Master one network before adding another Engage customers to increase brand awareness & strengthening customer association This engagement is with both positive and negative people Conversation first, sales second Set Goals 10
113. Rules of Engagement Listen before acting Identify who you are Always be truthful Be professional Show sincerity Care about the customers Never belittle customers Don’t engage the irrational Admit if you’ve made a mistake or misspoke Take the good with the bad Don’t take anything personally Clearly state hours page/account is manned 11
114. What success looks like Sample goals Increased awareness Increase in repeat customers Increase in new fans/follower Customer reactivation Increased conversation share Determine success Set targeted goals Measure monthly Note key milestones This will help determine what moves the needle Example – A Twitter coupon that generates more sales Evaluate progress