Your Platforms
Do we have to build our own Social Networking system, integrate a proven social media application or use an available 3rd party public platform (ex: LinkedIn, Facebook, etc.)? How do we use multiple platforms to the best effect? Then, what do we do with our legacy systems? Which IT partners offer the best choice for these new technologies? What about our other existing communication channels? And, should we actually consider how to collaborate with competing platforms? How do I identify a competing versus a complementary platform?
There seem to be more questions than answers when it comes to choices about technology platforms and potential solutions. And, it isn’t getting any easier with the massive proliferation of new entrants, new solutions, interesting add-ons and plug-ins and the temptation to do something, ANYTHING, to avoid being left behind.
The selection of an appropriate technology platform will become far easier when you have gone through the steps of profiling your target audience, defining your objectives, and crafting a business plan that is focused on outcomes prior to implementing a social media marketing platform.
In most cases, you will want to use a combination of private, proprietary members’ only areas together with existing, publicly accessed professional platforms where large numbers of your current and future customers are connected right now. The key is in knowing how to use which platform for which purpose and to manage your organization’s presence on each.
Publicly open social networks, like LinkedIn and Facebook, can be used to raise awareness about your business and to attract potential customers. This strategy requires thoughtful engagement and participation in established communities of interest relevant to your company, even when they appear to be directly competing. You’ve got to be present wherever your customers and prospects are meeting and communicating. So, you will want to scan the environment regularly to identify already existing communities where your customers and prospects might be present. This activity includes looking at the web sites of your sponsors, stakeholders, competitors, key clients and any other source where a community of interest that appeals to your customer/prospect base might emerge.
About Wendi McGowan