A solid social media marketing strategy focuses employee interactions on concrete outcomes that enhance their social presence, project their expertise, stimulate innovation, and deliver business value.
To ensure that employees are focusing their interactions where they will drive business outcomes, it is important to provide them enablement support. Be sure that workforce enablement is a key part of your social media marketing strategy.
One of the first priorities of your enablement plan should include is providing market place segmentation. Gathering intelligence from monitoring on-line conversations will provide you an understanding of where your target audience participates in on-line dialogues most often, in which venues and with whom. Packaging this social intelligence into an easy to understand market segmentation road map will allow your employees to spend their valuable time and effort developing and nurturing relationships in the social ecosystem aligned to your brands objectives.
Such a road map will also allow them to begin making connections with opinion shapers, decision makers and “mavens” on topics of interest. It will help them prioritize, sub-segment and customize their communications more effectively. They will have a clearer view of where the competitors are connected or absent.
Armed with this understanding, they will be empowered to build strong relationships and become a powerful channel for sharing their expertise in the market. They will be valuable catalysts to introduce the target audience to new connections, for example to key advocates of your brand.
