Last week i had a chance to hear from Dallas Lawrence, chief digital strategist @ Burson-Marsteller (leading PR firm) at the Public Relations Society of America convention in San Francisco. He offered a list of tips on how to proactively take advantage of social media to better market products, services and companies. You also need to defend against critics who can "fuel and inflame" via social media and you can "extinguish" problems in the same space.
1. Know and engage key conversation drivers early and often, even before you need them.
2. Actively monitor not just your reputation but the activities of your protagonists.
3. Develop clear, effective and platform appropriate messaging. Don't be tone deaf.
4. Own your brand in social...before someone else does.
5. Leverage the power of Twitter. It's more influential than you think.
6. Use people not logos in messaging. Personalize your message; don't be too 'corporate.'
7. Integration is key - trans-media. Link across Twitter, Facebook, YouTube, etc.
8. Be sure you know what you are talking about. Consumers can sense BS.
9. When you blow it, own up to it quickly. Honesty and humility pays off.
10. Integrate paid and earned media.
11. Make some lemonade - engage legit complaints.
12. Have clear employee rules and training for social engagement.
13. Don't forget your secret weapon to promote your cause - your employees.
14. If you are in business today you're in the business of data, collect and use it.
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