Social Media: where do I start?

Posted by Richard Beaudin on Jun 9, 2009 in Social Media | 0 comments

Assessment

Before stepping into the social media landscape, its important to do a self assessment. In order to be successful, the adoption of social media  should be well connected and integrated within the overall marketing plan and activity of the company.

You may feel some of the assessment is obvious. It may be. However, it never hurts to review goals and strategies. Times change, markets change, and personnel change.  Timely assessments help to get everyone up to speed and marching in the same direction.

Here are some things that should be part of your assessment:

1. What is your primary business mission, goal or objective? Yes.. I know it is to sell wine, but be specific: How much, though what channels, in what timeframe, etc.?

2. Do you have a presense currently on-line? Do you sell your wine online or is this site primarily an introduction to the winery and its wines? Do you make any special offers on this site? Do you list or promote events?

3. Describe your target audience. Yes, if  located in the  United States it includes those over 21. However, is it babyboomers? Millenials? Both? Others? This makes a difference in social media since specific targeting is not only possible, it is key. Your target audience will help determine where you will focus or not.

4. Are you currently engaged in social marketing? Are you or some of your employees active online? If yes, how experienced and knowledgeable are you? How much time are you currently devoting to social media?

5. If you or some of your employees are online, which social media and/or social wine  channels do you participate in? Why?

6. Why are you interested in focusing on social media/marketing? Is it primarily brand recognition? Direct sales? Driving more traffic to the tasting room? Reaching out to wine lovers that are also Green and/or organic supporters?

7. If you are active online, what is working well for you and what is not?

8. What are your competitors doing online? How has it impacted their business – for better or worse? If you are online, are you and how are you managing your reputation?

9. What are the results you expect from engaging in social media? How are you planning to measure these results?

10. What positive impact will your activity have on your current and/or prospective customers? This is your ‘giving back’. Again, social media is not about direct selling.  Its about dialogue and reaching out to current and prospective customers.

After the assessment … you’re ready to evaluate how to navigate the social media landscape. To be successful, you don’t have to play everywhere. In fact, you likely don’t want to play everywhere.  Like any other marketing activity you need to focus, test, measure, and adjust.

There I go .. talkin up the grapes again!