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Getting the Most from Social Media

Social Media Strategy MeetingIt's what we all want, isn't it? We want to see our organization, station, or ministry reap all the benefits social media can offer. We hear of the big success stories from organizations like Cocoa Cola, Starbucks, Toyota, and Unicef. Now the question that's flooding conversations from top management down is "how do we optimize our Social Media impact?"

The answer? Integrate it into a holistic strategy.

When a new tool comes for communication, there's a feeling of not wanting to be left out. We saw that with direct mail, email, websites and now social media. People want to jump on board with what's working to get their message out...but often, the "message" part of the equation gets overlooked. The entire focus goes to the tool to communicate instead of what is being communicated.

Despite being the latest trend, age-old communication principles are still the pillars behind Social Media's success. It's strategic planning that keeps all communications pieces on message. Put simply, Social Media is not a solution in and of itself. It's a fantastic compliment to messaging strategy, but it is not complete when used in a vacuum.

Social Media has been successful for organizations who've carefully woven it into their entire messaging plan. It's not an afterthought or a reaction stemming from not wanting to be left behind. It's strategic integration that goes hand in hand with other communication pieces like direct mail, print, online content, PPC campaigns and more. A strong Social Media strategy flows out of an over-arching message for all communications. That's the key.

Next time you're in a meeting and "social media" becomes the topic...keep in mind what your already communicating to the public. Then, leverage your social media to enhance that message. It's something you're already doing in other communication pieces. Not something created only for Social Media.

That's when you'll see an impact.  

Carolyn Kim
Ambassador: We Connect. Ministry and Media.

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