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February 29, 2012


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When small to mid-size business owners set out to create and grow their online brand presence they are often met with a lack of enthusiasm by their employees. Anyone whose job falls outside of marketing usually does not care much about how the company’s Facebook page is doing or how popular yesterday’s Tweets were.  That must change, though, for a social media marketing campaign to take off which will ultimately be what grows one’s online brand presence the most.

First, whether a business has two employees or two hundred they must be educated in social media marketing and how much it influences business decisions.  The assumption that employees understand social media is a bad one and even if every employee has a Facebook or Twitter account it does not mean they understand the marketing angle of social media or how to use social media websites to their fullest capacities – all strategies for building an online brand presence.

Employees must also be trained in how to correctly post onto the company blog and company social media accounts.  This training must be customized to meet the needs of people on a variety of competency levels rather than one generic training.  A company’s online brand presence will only grow if everyone involved knows what to do and how to do it.  Training is essential.

After a successful kick-off to the revamped social media marketing campaign to build online brand presence the head of marketing (or business owner depending on the size of the business) must individualize social media assignments so that all employees can be involved directly.  This is important for taking the load off of one individual and for diversifying social media accounts.

Everyone needs a pat on the back to keep their morale high and that is why a social media newsletter is recommended.  A newsletter allows employee praise for hard work and keeps employees focused on the task at hand – building the company’s online brand presence.  It also is a vehicle for announcing changes which occur often when dealing with social media.

There is no perfect formula for getting an entire company on board when creating a social media campaign but the steps listed above are a good jumping off point.  Online brand presence takes a lot of time and devotion and should not be the responsibility of one employee or business owner.  By enlisting the help of the whole team the one holding the reigns can focus on expansion and new ways to build online brand presence.

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