Social media: cand pare ca sunt prea multe retele, deleaga sau renunta
In multe discutii cu oameni din diverse companii si cu potentiali clienti ajungem sa vorbim despre social media si despre nenumaratele retele de socializare existente, despre strategiile potrivite pentru fiecare in parte si despre resursele necesare. Unele persoane imi spun adesea ca ajung pur si simplu sa nu mai aiba timp pentru alte activitati – de marketing sau de afaceri – pentru ca trebuie sa stea prea mult pe aceste retele pentru a intretine profilurile.
Sigur, in unele situatii este vorba despre conturi deschise doar pentru ca anumite retele sunt in voga, desi nu potrivite pentru o afacere. Dar in alte imprejurari, sunt conturi si retele bine alese, care trebuie intretinute cu atentie.
Sfatul meu in asemenea situatii este simplu. Deleaga sau renunta. (deleaga sau delete)
Daca ai ajuns sa iti petreci mai mult de jumatate din timpul de lucru doar intretinand retelele sociale iar activitatile tale sunt mult mai extinse, cu alte cuvinte trebuie sa faci mult mai multe lucruri in afara intretinerii unor asemenea conturi, atunci cu siguranta exista o problema.
Sigur, retelele sociale pot aduce beneficii unei companii, insa ele nu reprezinta tot ceea ce se poate face pentru promovare si crearea unei relatii cu clientii. Daca ai sau lucrezi pentu o companie careia i se potrivesc conturi in retele precum Google+, LinkedIn, Facebook si Twitter dintr-o data ai 4 retele sociale pe care trebuie sa le intretii, unde trebuie sa vii cu un continut interesant (si stiti deja ca nu recomand sa fie mereu acelasi continut oferit peste tot, automatizat complet). Este una daca esti omul care se ocupa de gestionarea conturilor social media, si este cu totul altceva daca faci si PR ori marketing.
Incepe cu o analiza.
Vezi exact care sunt plusurile si minusurile fiecarui cont gestionat. Vezi daca s-au indeplinit obiectivele stabilite si daca sunt beneficii clare pentru companie – lead-uri, generare vanzari etc. in functie de ce s-a dorit. Evident, aici discutia este mai ampla, trebuie vazut daca s-au utilizat tactici potrivite pentru acea retea si obiectivele alese, insa o analiza este clar ca trebuie sa fie realizata inainte de a lua orice fel de decizie.
Este mult mai rau sa ai conturi neintretinute decat sa renunti la ele.
Daca anumite conturi nu aduc niciun beneficiu companiei, atunci este foarte simplu de rezolvat problema si de eficientizat timpul. Se renunta la acel cont. Asa cum spuneam, decizia nu se ia in pripa ci dupa o analiza exacta – ce s-a facut, ce s-a intamplat etc. Social media ajung sa fie pentru multi adevarate incercari tip trial and error, mai ales cand o companie a fost printre primii care au intrat intr-o retea (early adopters).
Deleaga conturile pe care nu mai ai timp sa le gestionezi cum trebuie.
Sunt multe agentii sau freelanceri care te pot ajuta cu gestionarea prezentei tale online in retele sociale. Si noi avem asemenea clienti, din Romania si nu numai, pentru care am gestionat sau gestionam conturi in cadrul social media. Unul dintre avantajele externalizarii acestei activitati este faptul ca acea agentie/persoana are deja experienta, stie deja ce functioneaza si ce nu, ce bugete sunt necesare pentru a ajunge in locul dorit. Externalizarea (outsourcing-ul) este o varianta extrem de utila pentru companiile mici si medii (dar nu numai pentru ele) si le permite angajatilor companiei sa se axeze pe alte activitati importante pentru afacere.
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