When developing a social media strategy, it’s easy to get buried in the data. Much of your time is spent in meetings with colleagues, stakeholders, managers and so on.
After all of that, and everyone has signed off, you might start feeling like you’ve hammered out a workable strategy for social media pages and online communities that your customers will find interesting and engaging.
But if you haven’t asked a real customer what they’d like to see, your strategy is fundamentally flawed.
When you’re busy planning and meeting, it’s easy to gloss over the single most important source of data when developing your strategy: Talking to the customer. They’re the people you’re hoping will join the site and interact. Their input has the highest value.
How you go about doing that depends on the kind of company/organization that you are. For a smaller organization, or a single location from a larger organization, it could be as easy as approaching a customer who you feel comfortable asking.
Other larger organizations opt to send e-mail blasts with survey questions. It enables them to reach the largest group of people, to get a wider array of responses.
While that gives you raw Yes-No data, it misses the target in getting more critical responses to questions that would help to guide the larger strategy.
The best approach, in my view, is a blend of the two options listed above. Send out an e-mail blast asking for customer response and input, but also reach out to individual customers to get their thoughts and feedback about what should appear on the organization’s social media profiles.
But regardless of which approach you decide to take, ensure that you aren’t overlooking the thoughts and views of your customers when you are developing the company’s social media strategy.