Communications Strategy: Get the basics right before going social.

Why would anyone consider social media for business without a clearly defined communications strategy? People are scrambling just to keep up with day-to-day stuff, let alone making the time to nail down the fundamentals of strategic communications planning, which leads me to ask the same question of media or public relations engagement too – why consider anything without a clearly defined communications strategy? And yet, with an existing palette of misguided non-strategic marketing approaches that shift with each fiscal year (or with each revolving-door Marketing Manager), so many businesses now believe they must get into social media too.

If this sounds familiar, first ask what your company’s communications goals are. Who are you trying to reach? Why? Do you have your goals written in a formal document that has been viewed and approved by all stakeholders? If not, go and do that. If yes, then ask how social media engagement will align with those goals. Why do it? Who are you speaking to? What are you going to say? Do you have anything relevant or compelling that will spark and sustain a dialogue? If yes to all of these, then write a plan. Then write a policy. Then do it, and keep on doing it because nothing looks worse than a corporate blog or twitter account with two postings. This isn’t a quarterly campaign – you basically just posted a new hotline to the company decision makers – you’d better answer the phone over the long-term.

Social media is just another tool in the marketer’s box, but it can deliver some communications opportunities to a business that other media and PR vehicles can’t. However, social media is fundamentally just a messaging distribution mechanism – though with the opportunity for consumer reciprocity. Do you publish a newsletter? E-mail blasts? If so, you should create a blog too and repost the information – the text has already been created for the newsletter. Not everyone will see your newsletter, and not everyone will see your blog – but it’s one more way to reach out. Face it, not many people heard your radio ad either – you need to take advantage of every possible communications vehicle. The blogged newsletter will also allows a mediated opportunity for people to comment on your “newsletter” postings – think of it as letters to the editor, but you are the editor. And if you care to listen, you may find that you gain significant consumer insights.

If you don’t want your business or brand to be conversational, then don’t consider social media – but if you see value in customer loyalty, extending your messaging reach, and enhancing your brand’s personality, then you may want to consider it.

However, if after reading this you are still unsure about your communications strategy, then do your company a favour: set a chunk of time aside, ensure that all relevant stakeholders on your team join you, and get to the core of your brand’s essence. Ensure that everyone turns off email, Facebook and Twitter accounts and Blackberries. Reach consensus on a brand strategy. Then write a marketing & communications strategic plan. Then ask which communications vehicles will most efficiently deliver your integrated brand message. Then do it. You will likely be surprised at how much money you wasted in earlier plans – but you may at least stop the bleeding now. You will also be surprised to find that your brand health will improve measurably. Basic stuff, but who has time to focus on the fundamentals these days?