First, they have to get comfortable with the idea of social media, and how it will be part of their communications, marketing and sales activities.
Then, they need a strategic plan that features the most relevant and effective social media services based on what a company does, the competitive landscape and its goals and objectives.
Finally, there’s tactical execution in which social media services such as Twitter, Facebook, YouTube or a blog are launched and maintained on a regular basis.
But then what?
Social media can be a lot more than just posting tweets, doing Facebook updates, writing blog posts and responding to complaints, criticism and feedback.
These are meat and potato activities that are an important pillar of a social media program but there’s also a need for sizzle to jump-start marketing and sales activities.
This is where creativity comes into play. Whether it’s cool videos, fun contests and applications on Facebook, or Twitter Q&As, social media can become compelling, engaging, entertaining and extremely effective by injecting creative elements into the mix.
The ability to leverage creativity doesn’t happen overnight. Many companies need to become comfortable with social media before they start moving in new directions beyond just having a presence. In time, however, successful social media programs need a healthy dose of creativity to keep them vibrant and appealing.