5 Questions for Brands to Answer before Entering Social Networks

by AMP Insights, IPR, and Interactive Teams

1. What are your reasons for being there – what are your goals and objectives?
Before entering any communications medium, brands must outline appropriate and realistic objectives. Determine your reasons for entering this space (i.e., to enter into a dialogue with your current consumers, to connect with and show value to a new audience, etc.) and begin with modest goals that suit your brand and make sense for the platform itself.

Implication: Be realistic about how your efforts in this space can deliver against your objectives. For instance, social networks are two-way communication channels that foster connection and self-expression. They are ineffective as a one-way marketing channel for disseminating brand messages.

2. Do you understand how your audience is using this space?
First and foremost, social networks are communication platforms for members of that community. This space is hallowed ground and its users are selective about who they allow to enter this world. Social networks are a highly personal space used for self-expression, connection, and creativity.

Implication: Very few brands have had success with campaigns on social networks because the community is self-sustaining and self-regulating. Sudden appearances by brands that do not add value to or have purpose in this space can be viewed as irrelevant and annoying interruption.

3. Are you able to offer something of meaning and value to the community?
Brands that make an appearance in this space must have something compelling to offer in exchange for users’ time and attention. Brands have a better chance of being invited into their social spheres when they enter in the spirit of generosity (rather than self-promotion or self-interest).

Implication: Users need an incentive to interact with your brand. Arrive bearing tools, applications and other content that adds to the users’ social experience in entertaining, innovative or useful ways. Facilitate easier connections within their existing groups and provide them with ways to share and exchange content with one another.

4. Are you prepared to accept and react to negative comments?
Not everyone likes your brand and not everyone will be thrilled with your presence there. While it is scary to think about potential negative comments that may be posted, detractors are a reality here.

Implication: Be prepared to address their comments and concerns head on. Having direct access to your detractors can help you gauge the health of your brand, identify areas of improvement, and foster better (and more transparent) relationships with your target consumers.

5. Do you have the resources to manage and maintain a long-term commitment?
Social networks are fueled by dynamic and ongoing exchanges. Any brand presence must be updated, maintained and refreshed on a regular basis.

Implication: Don’t show up unless you’re willing to commit the appropriate time and resources to sustaining an active and ongoing dialogue. Inactivity in this space will be met with indifference.