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Social Media Strategy: Extend Your Corporate Fan Page Or Build Individual Campaigns?
October 2, 2009 When engaging in social media planning, a common question is whether to launch new initiatives as part of the existing corporate fan page, or create a new campaign-specific page. This can apply to Facebook, Twitter, MySpace, YouTube, or any number of other platforms. This is essentially a social media strategy problem, with parallels in the question of extension brands versus sub-brands. Here are some questions to ask as part of your social media planning process in order to help determine the best go to market strategy: • Who uses the main corporate page? Customers? Employees? Investors? Is your new initiative appropriate to that audience (or those audiences)? • Who is the target market for the new product or promotion? If it’s the same as your overall brand target market, consider extending the main page. If you’re targeting a different market or a subset of your overall market (e.g. only the younger demographic), you may want to create new social media pages. • How does the tone of the new initiative compare to your primary brand voice? If you’re going for something edgier that could potentially alienate fans of the main page, you might want to create new pages. • Does the new initiative have geographic limitations? If you’re doing a limited product test launch or an online promotion that won’t be available to all of your customers, consider separate pages. When creating new social media pages, it’s often a good idea to link to the new pages from your main corporate pages, and vice versa, unless there’s a need to maintain a more strict separation. AlterSeekers is a brand promotions agency in New York focusing on promotions consulting and planning, web strategy, social media marketing (including Facebook strategy), go to market strategy, and overall strategic planning. Article Directory: http://www.articledashboard.com Social Media Planning New York, Social Media Strategy New York, Go to Market Strategy |
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