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Introduction

Social Media has fundamentally changed the way and speed with which people discover, process, share and discuss information. This has a significant impact on the way brands must manage their reputation online. 

Social Media presents incredible opportunities to build buzz, excitement & engagement.

However, a brand’s reputation can be made or broken in moments. The difference between the two is the speed, tone and location of your response.

Research

1. Know your audience. There are many (free as well as paid) tools that allow you to pinpoint where your audience gathers online
2. Finding influencers is just the first step. Spend time reading conversations to understand what matters the most.
3. No two social media platforms are the same. Take time to understand rules for engagement on each before you engage.
4. Research never ends. Build time into your programme timeline for supplemental research phases to help identify behaviour change, issues or additional opportunities.

Execution

1. Holistic campaigns work best. Try to weave in a digital programme into a major media “moment,” event or marketing initiative.
2. Cross-promote your social media channels on your website to attract the widest reach of influencers.
3. The cause will speak for itself. Your digital programme should support it, not shape it.
4. Provide the least number of barriers possible for consumers to engage (e.g., click to donate £1)
5. Don’t forget about ads on Facebook and LinkedIn. There are analysis tools for both.

Measurement

1. Set measurable objectives aligned with business outcomes.
2. Link to and understand the requisite business processes.
3. Define approach/methodology and key metrics.
4. Evaluate performance.
5. Regularly report results.

With thanks to the team from Fleishman-Hillard

Dean Russell, director of digital
Jessica Payne, account director
Joshua Davidson, account manager
Lucinda Blencowe, account executive
David Littlewood, assistant account executive