IF YOU HAVE A BRAND, a cause or a widget, it’s not enough that it’s a worthy enterprise. That’s only half the battle. It needs to meet up with the right audience, one that will sing its praises online and off.
In a competitive marketplace, where social media can make a brand fly or fall, it needs the right approach and to first be aimed at the right target. Then, building buzz is essential.
Who is the audience?
What’s the core objective?
Why should they care?
Where are they? Work? Play? Home?
Find the right media to carry your message.
Craft the message.
Unify message with the messengers (bring together key stakeholders)
Test the message.
Measure Qualitative (conversation, reputation, customer satisfaction)
Quantitative (audience acquisition, conversion, retention)