[펌-HBR] Get Started in Social Media by Establishing Relevance

소셜 미디어의 활성화와 더불어 과연 그 효과가 얼마나 될 것인가가 늘 동시에 고려되고 고민의 대상이 됩니다. 활성화의 물결에 따라는 가되 아주 효용이 큰 것은 아닌 것 같다가 지금까지의 소셜 미디어 활용에 대한 ROI 관점의 평가(효과측정) 인것 같습니다. 아래 글에도 대충 그런 메시지가 담겨 있는 것 같습니다. 과연 소셜 미디어의 세계에 뛰어 들어야 할 것인가, 말아야 할 것인가를 고민 중이시라면 아래 글에서 제시된 몇가지의 고려 사항을 잘 읽고 되씹어 보시면 도움이 될 것 같습니다.

 

 

--- MANAGEMENT TIP: AUGUST 27, 2010 ---

Get Started in Social Media by Establishing Relevance

Many companies' forays into social media yield nothing more than wasted time and effort. Before you establish a company Twitter account or start a Facebook page, step back and think about what messages will be relevant to your customers or potential customers.

 

If your brand and your communications aren't useful or interesting to them, you might as well be tweeting into a black hole. Start by understanding the conversations that are already happening around your brand. Then craft messages accordingly.

 

Before sending anything out, ask yourself: What value does this message carry for our customers? What action are we hoping to inspire? If you don't have a sharp answer to each of these questions, it's time to return to the drawing board.

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Today's Management Tip was adapted from "Social Media's Critical Path: Relevance to Resonance to Significance" by Brian Solis.

Read the full post and join the discussion:
http://link.email.hbr.org/r/JFKE/RTUO3/YH057U/FC0ZZ/BSWDT/8Z/t