Welcome to my “Social media strategy document”.
"As a matter of principle, the aim of the strategy in the competitive market is to achieve a competitive advantage in relation to competitors. The strategy is particularly related to organizational management: a good strategy is important, for example, in warfare and business management. "
What then is a good strategy? It requires, first of all, defining objectives: what is to be achieved, who is to be reached and what kind of message. After that, you can choose tools that support the goal and consider how to differentiate yourself from your competitors.
For example, Facebook, Twitter or Instagram often go with the attitude that the page needs to exist because even competitors have such, without much consideration for the goals of the pages or accounts.
Example: A hidden strategy for a hidden treasure
The hidden treasure is a B2B business, so unlike consumer B2C companies, it's worth forgetting the discount sales campaigns and competitions that attract lovers to grab iPads. Instead, it focuses on sharing expertise in the so-called " Content Marketing, which can increase customer confidence even up to gratitude or fancy. The target group is responsible for decision-makers of businesses and other organizations, as well as those responsible for education and communications who want to be interested in dividing a thing worth thinking a few times a week.
From the competitor's Hidden Treasure distinguishes, for example, the company's famous name and a comic-looking look - working life is also a must have fun! This can be seen, for example, in training where people are excited by stories to think about different things, with humor things are better to remember. Johanna's experiences make her different: she has brought some tools to a global organization in Nokia, has set up a number of communities (eg Dollhouse Life, Mini Treasures wiki, SMALL, Social Media Academic Research, CMF - Community Managers in Finland) some at Tampere University of Technology, Virtual Vehicle in Graz and now in their own company. He also organizes one of the most popular events of some people (CMADFI) one year, belongs to Wikimedia to the Finnish government and makes a sommelier in the Laukaa Municipal Ekokoulu project. As the most important tool, Johanna has chosen a blog for which he has a top-notch weekly content. Earlier, the pace was tougher, even a couple or three times a week. When hundreds of content have been accumulated over the years, there are enough visitors to visit his blog even on those days when new writings have not appeared. From the blog statistics, you see what things people are interested in when they are interested. The blog is therefore medium to longer content than tweets, which are even aging up to ten. Blogging is a good tool for it to be tracked and commented, even if you do not log on to any social media service. The blog is supported by other Hidden Treasure holes in Facebook, Google+, Instagram, LinkedIn, Pinterest, SlideShare, Twitter and YouTube and a regular some column in the magazine of Suur-Jyväskylä.
Some strategic and content strategy In Ida Hakola's and Ilona Hiila's book The Strategic Gap in the Web (2012) states that an essential part of the company's operations has become the publication of the net. Organizations produce content on their websites and social media channels and can thus reach consumers directly, in a way, bypassing the media that previously provided information on corporate news and new products. Some of the company's publishing channels are just one part and still, the main emphasis should be on the company's own website. Today, companies are striving to interact with their customers, and it is best achieved by providing added value and helping customers.
In order for a company to get the right kind of interaction, according to Hakan & Hiila:
to be found (Search Engine Optimization and Take Over)
to tell the basics of why it exists, what kind of products it has and how it can be contacted
raises the right kind of imagery (differentiation from competitors)
to serve your customers online, for example through journalistic content and
talk about topical issues
An essential part of the content strategy is to include data in the idea of content production. Social Media Resource
Organizations have different options to resource their visibility in social media. Often the work is handled by communication and marketing, forgetting, for example, experts in the house who are interested in the target group. 2/3 of the employees are proud of their employer, but only 16% of them speak about the employer in social media. The reason for this is probably lack of training and motivation. Fortunately, this is changing and from 2015, pioneering organizations are excited about employee empathy.
5 different ways to deal with the work of the employees
"As a matter of principle, the aim of the strategy in the competitive market is to achieve a competitive advantage in relation to competitors. The strategy is particularly related to organizational management: a good strategy is important, for example, in warfare and business management. "
What then is a good strategy? It requires, first of all, defining objectives: what is to be achieved, who is to be reached and what kind of message. After that, you can choose tools that support the goal and consider how to differentiate yourself from your competitors.
For example, Facebook, Twitter or Instagram often go with the attitude that the page needs to exist because even competitors have such, without much consideration for the goals of the pages or accounts.
Example: A hidden strategy for a hidden treasure
The hidden treasure is a B2B business, so unlike consumer B2C companies, it's worth forgetting the discount sales campaigns and competitions that attract lovers to grab iPads. Instead, it focuses on sharing expertise in the so-called " Content Marketing, which can increase customer confidence even up to gratitude or fancy. The target group is responsible for decision-makers of businesses and other organizations, as well as those responsible for education and communications who want to be interested in dividing a thing worth thinking a few times a week.
From the competitor's Hidden Treasure distinguishes, for example, the company's famous name and a comic-looking look - working life is also a must have fun! This can be seen, for example, in training where people are excited by stories to think about different things, with humor things are better to remember. Johanna's experiences make her different: she has brought some tools to a global organization in Nokia, has set up a number of communities (eg Dollhouse Life, Mini Treasures wiki, SMALL, Social Media Academic Research, CMF - Community Managers in Finland) some at Tampere University of Technology, Virtual Vehicle in Graz and now in their own company. He also organizes one of the most popular events of some people (CMADFI) one year, belongs to Wikimedia to the Finnish government and makes a sommelier in the Laukaa Municipal Ekokoulu project. As the most important tool, Johanna has chosen a blog for which he has a top-notch weekly content. Earlier, the pace was tougher, even a couple or three times a week. When hundreds of content have been accumulated over the years, there are enough visitors to visit his blog even on those days when new writings have not appeared. From the blog statistics, you see what things people are interested in when they are interested. The blog is therefore medium to longer content than tweets, which are even aging up to ten. Blogging is a good tool for it to be tracked and commented, even if you do not log on to any social media service. The blog is supported by other Hidden Treasure holes in Facebook, Google+, Instagram, LinkedIn, Pinterest, SlideShare, Twitter and YouTube and a regular some column in the magazine of Suur-Jyväskylä.
Some strategic and content strategy In Ida Hakola's and Ilona Hiila's book The Strategic Gap in the Web (2012) states that an essential part of the company's operations has become the publication of the net. Organizations produce content on their websites and social media channels and can thus reach consumers directly, in a way, bypassing the media that previously provided information on corporate news and new products. Some of the company's publishing channels are just one part and still, the main emphasis should be on the company's own website. Today, companies are striving to interact with their customers, and it is best achieved by providing added value and helping customers.
In order for a company to get the right kind of interaction, according to Hakan & Hiila:
to be found (Search Engine Optimization and Take Over)
to tell the basics of why it exists, what kind of products it has and how it can be contacted
raises the right kind of imagery (differentiation from competitors)
to serve your customers online, for example through journalistic content and
talk about topical issues
An essential part of the content strategy is to include data in the idea of content production. Social Media Resource
Organizations have different options to resource their visibility in social media. Often the work is handled by communication and marketing, forgetting, for example, experts in the house who are interested in the target group. 2/3 of the employees are proud of their employer, but only 16% of them speak about the employer in social media. The reason for this is probably lack of training and motivation. Fortunately, this is changing and from 2015, pioneering organizations are excited about employee empathy.
5 different ways to deal with the work of the employees
Antti Isokangas and Riku Vassinen presented in the book Digital Footprint (2010) the simplified ways in which the organization can deal with their employees. It can either ...
to close the eyes, that is, to trust that employees know what they are doing
pulls off the bulk, ie blocks access to some services such as Facebook or YouTube
go marketing the foregoing, i.e. make it somewhere in the communications or marketing playfield
to favor teamwork, that is to gather around the organization a team that, for example, writes to an organization's blog
to deliver Megaphones to all, that is, to let willing people speak on behalf of the organization. Prior to this, they will be told where the organization is involved and what is the channel's goal. In addition to the instructions, there is also an incentive and lead example. (No one else should be forced to force the content creator of social media, for the result is that we are doing something that was not really wanted.)
The following is a summary of the good and bad aspects of resourcing.
to close the eyes, that is, to trust that employees know what they are doing
pulls off the bulk, ie blocks access to some services such as Facebook or YouTube
go marketing the foregoing, i.e. make it somewhere in the communications or marketing playfield
to favor teamwork, that is to gather around the organization a team that, for example, writes to an organization's blog
to deliver Megaphones to all, that is, to let willing people speak on behalf of the organization. Prior to this, they will be told where the organization is involved and what is the channel's goal. In addition to the instructions, there is also an incentive and lead example. (No one else should be forced to force the content creator of social media, for the result is that we are doing something that was not really wanted.)
The following is a summary of the good and bad aspects of resourcing.
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