Success With Social Media

The number of times that we here at Sway have heard "we want our company to do something with social media" and all of the bloggers out there claiming to have a foolproof answer has spurred this post.
Nick O' Neill of The Social Times' answer is to start a blog and add video. This is a good idea provided you have a company that has plenty interesting content and talented enough writers to keep it up. While O' Neill has a great plan that in some cases would help companies gain some traction in the social media sphere, I think it's dangerous to recommend anything as a magic bullet in social media.
The real key to success in social media starts well before you pick up a video camera, buy a domain, or spend a cent. The beginning of social media starts with your goals for social media. What are you trying to do?
This is the first question that we ask our new clients at Sway. We could say that yes, video is a great idea and a popular one. Yet if your company wants to boost its e-mail database, maybe video isn't the first way to achieve success.

1) Write down what you want to accomplish with social media. This shouldn't be in loose or vague terms. Exactly what do you want people to DO when they bump into you on a social network or see your video? How many new e-mail addresses would you like?

2) Describe your demographic. Who are you trying to reach? Do they really hang out on Facebook? Do they read blogs? Do they shop at Neiman Marcus or Wal-Mart?

3) Make your plan, or call Sway and we can help you devise your plan but be ready with the answers to these questions because it makes all the difference to your success level in social media.