Social media. It's been around for a while now, and should be part of any brand's repertoire. "But it's not right for everyone!" We hear you cry. And we disagree.
Here's a case study of the social media strategy I worked on for Upper Canada College in 2007.
Creating a social media strategy doesn't mean that you have to set up a million accounts, jump around frantically trying to update them all, make something go "viral" (ugh!), pay a stranger to "write in the voice of the brand" (oops, did we just say that?), blog 10 times a day, design a beautiful-looking Facebook page ... only to see no interaction, and the accounts die a slow, horrible death before they're put out of their misery as the world watches.
No. You take a step back and decide how you want social media to work for you. It is right for everyone, from the smallest first steps to the deeper end of the pool. We can help you:
... we'll let you get on with it. It's your brand, not ours. You should be the voice, not us. Call us in when needed and we'll gladly enhance what you're running with and advise on any aspect that may need tweaking. Then it's a firm handshake and best of luck.
("But why are you cutting off that potential client revenue stream?" we hear you cry too. Hopefully if you like how we've helped you, then you may wish to refer us. We prefer word-of-mouth recommendations from trusted partners than advertising.)
Here's some of my thoughts in the press on social media, technology and online reputation: