The focus of Chapter 2 revolved around the steps for companies to use when starting an account on a social media site. It broke down the process into six steps that explain, in depth, the different ways that companies can connect with their customers through social media sites.
Step 1: Select Your Squad
Primarily, the people who will be handling the websites and making sure they are updated often and not ignored, will be those who are in the Public Relations Department. Share This made it a point to suggest that they are not the only people who should be reading and responding to all of the comments. Other departments can be a part of it when needed, such as the legal department when it comes to slanderous posts or Research and Development when it comes to customers offering up new ideas.
Step 2: Choose a Goal
When starting an account on a new social media site, it is imperative to have a direction in mind to kick-start the strategy. The text suggests using brand, sales, and loyalty as business drivers for kick-starting the social media aspect of the business. “[T]o kick-start your social media manoeuvres, you might wish choose just one to prioritise and focus on. For example, NASA has recently launched an Instagram account and “posted historic moon images and real-time photos from the launch complex leading up to and including liftoff. As of Saturday, 6,400 Instagram users had liked the LADEE launch image” (Mashable). This is a great example of how a business is using brand as a business driver on social media.
Step 3: Start Listening
Every market is a conversation and on social media there are many conversations going on at once. Using keywords, a business could discover what people are saying about the business as a whole and the products they create. There are also tools that can be used that alert you when somebody says something about your business on social media.
Step 4: Think Character and Content
“What makes an agency successful begins not with fancy corporate jargon or a client roster of well known brands, but with the people at it” (PR-Squared). Nobody wants to look at a page on Facebook or Twitter that is boring and has responses that seem more robotic than human, just like nobody wants to work with somebody who doesn’t seem like they are a real person. People looking at the business want to know that real people are there working for this business and caring for the customers and their needs.
Step 5: Integrate your Outposts
This step is about how to direct your customers to whichever social media site is chosen to get the job done and from their chooses to stay connected to your business. That way, they can hear more about it over time. If step four is used to its advantage, the audience would be thrilled to interact with an engaging page who puts the customers first.
Step 6: Measure what you Treasure
Have you achieved your goals? While not everything is easy to measure, “[a] great deal of heat and light has been expended on potential metrics or KPIs (key performance indicators) that could be used to measure success” (21). This means that there are ways to find out if you have reached your goals through social media.