“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” — David Ogilvy
Randy Hlavac is a Lecturer Professor at Northwestern University. I’ve taken his course through the Coursera platform and read his book, Social IMC: Social Strategies with Bottom-Line ROI. I recommend both.
With Social Strategies, Professor Hlavac says you’ll need four things to be successful. First, a social strategy with bottom-line metrics. You’ll want to prove your return on social investments to your stakeholders. Second, a holistic approach to social media. Keep pace with your audience. Avoid developing site-specific strategies. As Professor Hlavac pointed out in class; “Use the sites your customers use!” Third, you’ll need a strategy that addresses #BigData. You’ll need data to grow your relationship with your high value audiences. #BigData allows you to learn their social habits and refine your approach. Finally, Professor Hlavac says, you’ll need a strategy with proven results. His book provides best-of-breed examples from around the world.
It’s important to note Social Media is more than just Facebook and Twitter. It’s deeper than you think. Professor Hlavac says there’s six levels to the social media pyramid.
Beyond the popular social networks whole communities develop around Passion and Trigger Events. As you move down the pyramid and the conversation gets deeper, your strategy will change from Engagement to Nurture marketing. Within these Virtual Communities you’ll need to provide content, information and advice relevant to the community. You will need to consider where your high value audience is within the pyramid to effectively develop your social media strategy.