Social Media Guard Rails 092011

7/31/2019 Social Media Guard Rails 092011

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Social Media Guard Rails

14 Dos and Donts The Bohlsen Restaurant Group

9/20/11


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So what is social media?


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1. Dont sell.

Its unbecoming. Think of itas telemarketing at dinner time.

There are 155+ million Tweetsa day and many more Facebookposts. Value and things ofinterest gets noticed.


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2. Be interested in whatyour target is interested in.

Castrol found out its usersindex high for motorsports.It funded original contentcreation around racing

(hiring photographers,videographers, etc.) andgained new relevance ina low interest category.


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4. Have a motivation.

Like a good actor who knows his/hermotivation a social media participant shouldhave an agenda and stay true to it. Cybils(multiple personalities) need not apply.


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5. Break new ground.

The two most common commercialapplications in social media arepromotions and customer care.They are getting tired.


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6. Rock the hashtag.

Aspire to create newhashtag topics that trendbig. Be creative. Makesure your hashtagssupport the motivation

and brand idea.


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7. Think social and be social.

Dont be a half duplex (one -way) broadcaster. Be inthe we and you business, not the me business.Dont be boring or pedantic. Funny is good.


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8. Posters beget Pasters.

According to Jakob Nielsen and

Charlene Li, about 8% of socialmedia participants are Posters ororiginal content creators.Target Posters and Pasters will follow.

And dont forget to post onother peoples blogs.


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9. Dont ask for the order.

Many social media curators and managers ask visitors

to follow or friend them. Its tacky and needy.Enable participation and make ordering easy, one clickaway, but dont ask.


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10. Theres more to share when you are mobile.

Social media will increasingly become

mobile. Encourage it, enable it.


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11. Be fresh on Twitter, share and discuss onFacebook, blog to have skin in the game, and pushpeople to your website.

Dont give all your traffic to Mark Zuckerberg.


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12. Manners matter.

Listen more than you talk. Thank people for theirretweets, views, follows, posts and suggestions.


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13. Be a stalker. Its okay.

Get smart on smart people. LikeMind opinion leaderscan be real-time Princeton professors. Follow, admire,its okay to touch. In fact, consumers may play you.


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14. Monitor and Analyze the Chatter.

Listen to learnbut analyze for action. Engagementdata (clicks, retweets, likes, friends and views) do notROI make. @mention is an @ctive mention.


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Conversation monitoring thoughts.

Dont anger the angry.

Correct misinformation immediately, but bebeneficent. Allow people their opinions. If offering to help, be

human not an office drone.

When engaging customers and prospects humble isbetter than cocky.


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Why Users Quit

Facebook: Company authored too many posts (44 percent); Their wall became glutted with marketing (43

percent); Messages were repetitive and boring (38 percent); Posts were overly promotional (24 percent); Content was irrelevant from the start (19 percent).


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Why Users Quit

Twitter: Messages were repetitive and boring (52 percent); Tweet stream became inundated with marketing (41

percent); Company tweeted too frequently (39 percent); Tweets were overly promotional (21 percent); Content was irrelevant from the start (15 percent).


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Thank you slide.

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Social Media Guard Rails 092011