Does the customer I'm targeting really want to talk to me through this channel?
Consumers are bombarded with advertising and marketing throughout their online experiences. Do you really want to be just another annoying brand? Make sure you are reaching your target audience through a channel where they are willing and interested in speaking with your brand.
What is at the center of this conversation? Is it my brand? Because it should be.
Don't try to jump on the bandwagon of another conversation. The whole goal of social marketing is to engage with and better understand your audience. Popping in and out of random conversations isn't going to help you gain intelligence into what your advocates are saying.
Can I replicate my effort in other places or am I locking into one specific network? Or can the strategy I've come up with scale across multiple platforms?
New media is ever changing. Don't pigeonhole yourself by sticking to one thing. Explore different options, but make sure you always link back to one common hub.
Does the consumer have the option to opt-in/opt-out of the conversation?
Consumers want choices. Giving a consumer the opportunity to disengage and reengage in the conversation when they want will offer a sense of control that is sometimes difficult to find in a social world.
Am I able to gather insights and analytics from my conversations and connections?
The more you can learn about the people you're talking to, the better. Insights into who your fans are, how they are connected and what they want to talk about will point you toward how to be most relevant. Those insights will drive not just your messaging with them, but can impact your entire marketing and product delivery.
How is this conversation being regulated? Who has control?
Ultimately, when centering a social marketing program on Facebook, you are putting your fate in someone else's hands. Facebook is constantly changing and growing in a quickly evolving market. Consider if it will continue to align with your objectives. And if it doesn't, who owns the data and insight that you've created by collecting fans?
Facebook has more than three hundred million users. Certainly it has a place in online brand marketing. But it should not be the center of your brand's marketing.
Sang Kim is founder and CEO of Ripple6.
On Twitter? Follow iMedia Connection at @iMediaTweet.
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