Announcing My New Book – The Social Media Field Guide!

January 10, 2011 By 1 Comment

Boot Camp Digital is starting off the New Year right!  I’m excited to announce the release of my new book “Social Media Field Guide” as it hits Amazon.com and will soon hit the shelves at select bookstores!  Many of you probably know that I have been working on this book for quite a while now and I am THRILLED that it is finally done and available to order.

This is my first book, and it is actually being modified and turned into a textbook for social media marketing.  I have so many people to thank for helping me get here, and later this week I will post an entire Thank-You post.  I can’t tell you how much I value and appreciate all of the support and encouragement I have received over the past few years as I started my business.

I wrote the Field Guide after I started running social media training programs a few years ago, and after training thousands of people I created some systems to help explain and create a system for social media strategic planning and to help businesses understand the social media landscape, which can be overwhelming.

Part 1: The Social Media Planning System

I created the social media system, which is the underlying model for the book based on working with many companies and individuals on their social media marketing strategies.  One thing I learned was that most business owners lacked a real solid social media plan.  They weren’t getting results from their social media marketing because they didn’t really approach it with a plan.  Someone told them they had to get on Twitter or that all of their competitors were on Facebook, so they created accounts and started posting content.  They came to me because they weren’t getting results.

The Social Media System is a planning method that helps businesses get results by laying out a strategic plan.  This is the part that most businesses skip in their rush to get on social media and it is also why most businesses don’t get value from social media.  They have no real plan – they just throw stuff out there without a real audience in mind.

Part 2: The Social Media Field Guide – The Landscape

The second part of the Social Media Field Guide is the Field Guide model, which is a model to help businesses wrap their heads around the key opportunity areas in social media.  Rather than tactically focusing on the social media tools like Facebook and Twitter the Field Guide encourages businesses to think about the broader functionality of social media.  The Social Media Field Guide categorizes social media into 8 categories – Publishing, Sharing, Social Networks, Microblogs, Collaboration and Co-Creation, Discussion and Review, Public Relations and Mobile.  Rather than focusing on an individual tool, businesses should think about how they can leverage each of these categories, and then drill deeper into the specific tools.

In addition to the book, the Social Media Field Guide also comes with a FREE ACTION PLANNER DOWNLOAD so that you can put the Field Guide into action.

In the past 10 years of , I’ve traveled to Brazil, Vegas, NY, San Francisco, London, Toronto and countless other cities where I’ve had the pleasure of speaking to thousands of business owners, marketers and social media managers.  These experiences have helped me in creating this essential resourceful media guide full of great tips and advice.  It also served as a great tool used in my social media certification program held at the newly established Institute for Social Media at Cincinnati State.

I’ve already received some great feedback about the book and I would like to hear what you think!  Click here to order your copy of the Social Media Field Guide.

Also, stay tuned for the official announcement, but I will be hosting a book party and showcasing my new office space on January 20th.

For more information on my new book, visit http://bootcampdigital.com/social-media-book/.

Filed Under: industry news, Internet Marketing Strategy, personal branding, Social Media Tools Tagged With: , , , , , , , ,

8% of American Adults Use Twitter – Twitter Demographic Stats

December 16, 2010 By Leave a Comment

Pew Internet Research recently released a report on Twitter use.
The findings were interesting, notably that 8% of American adults use Twitter.  Given the amount of attention that Twitter receives you might have thought that the numbers would be higher – it seems that every celebrity and politician is active on the site.

When choosing your social media strategy it is important to “fish where the fish are” and know your audience – so I wanted to share these interesting stats on who, exactly, is on Twitter.

The report revealed information about who is on Twitter:

  • Young adults – Internet users ages 18-29 are significantly more likely to use Twitter than older adults.
  • African-Americans and Latinos – Minority internet users are more than twice as likely to use Twitter as are white internet users.
  • Urbanites – Urban residents are roughly twice as likely to use Twitter as rural dwellers.
  • Woman – Women are more likely than men to use Twitter

I was surprised by the race/ethnic breakdown of Twitter.

Do you find any of these stats surprising?

Filed Under: Social Media Tools, twitter

LinkedIn Company Pages and What they Mean to You

November 16, 2010 By Leave a Comment

At the beginning of the month LinkedIn launched company pages.  I have been a big advocate of LinkedIn for years now and have trained many sales and marketing professionals on how to use it.  The Company pages are a great addition to LinkedIn.

What Are LinkedIn Company Pages?

Company pages are free and they allow businesses to post information about their company, job openings or products and services.  I am really excited about this because it allows small and medium businesses a new venue to promote themselves online.

I am curious to see how well the LinkedIn pages rank in search engines.  This could be another way for businesses to gain search engine rankings by creating LinkedIn pages for their products and services.

According to LinkedIn:

Company Profiles are a powerful research tool that helps you find and explore potential companies to work for or do business with. Profiles feature a company overview, who you know at the company, and unique data from the LinkedIn network.

I quickly set up pages for my business.

The Company Profile Page

The first page is the company profile page.  What is new and different about the LinkedIN company profile is that it now includes more information about a business.  You can see all of the employees who work for the business, basic corporate information and company descriptions.  Twitter, blogs and maps are also integrated.

One of the interesting new features is that you can now follow a company and stay up to date on their jobs, new products and activities on LinkedIn.

LinkedIn Job Postings

You can post jobs in the jobs tab of your LinkedIn page, providing more visibility for postings.  Job postings on LinkedIn aren’t free, but they can give you a lot of targeted exposure.  Including job postings on company pages can help people interested in your company stay up-to-date.

LinkedIn Products and Services

This is the feature that I am most excited about.  LinkedIN now allows you to create pages with information about product and services.  This could be powerful for search optimization, depending on how well these product pages will rank in search results.

The cool thing about the LinkedIn company pages is that they allow you to recommend the products and services.  This is an expansion of the recommendations that you can currently write about people.   The potential here is pretty big since there are plenty of recommendation sites for restaurants and stores, but very few for BtoB services.  This could have great potential if it catches on.

Hopefully this doesn’t turn in to yet another spree of requesting recommendations ;-)

What should you do?

Check out the company page for your business.  Be sure that all information is accurate and complete.

Set up product and services pages for one or two of your main products.  Include as much information as possible – it will help your products show up in LinkedIn searches.

I’ll keep you updated as I start to experiment more, and let you know what kind of results we see.

- Krista

Filed Under: Social Networks Tagged With: , , , , ,

Ad Agency Training: Can the Agency be the Voice of the Brand Online?

October 15, 2010 By Leave a Comment

I ran a private corporate training session a few weeks ago for ad advertising agency….  These types of training sessions are always  great – not only because I get to help agencies understand social media and internet marketing, but also because I always learn something by the questions that they ask.

Can the agency Tweet for the brand?

The most recent question I had from an ad agency – I can create great traditional ad campaigns even when I am not “in the target audience”. Why do community managers have to represent the target?

I responded and asked him if he would star in a commercial for his clients.  He said no.  That essentially is the answer – it isn’t about whether or not you could create great tweets, it is about whether or not it you are the best “face for the brand”.

I used to work at Procter & Gamble, who had a similar philosophy about marketing.  An individual could work on any brand by developing an understanding of the customer and applying marketing principles.   Men worked on marketing tampons and people with no kids worked on pampers.

But, when it came to the face of the brand, on the website, in commercials, etc. the best person is someone who the target audience can relate to.

Tweeters Should be a Real  Person – or an Obvious Character

The community manager or Tweeter for a brand should be a real person – someone who is similar to the target audience and who they can relate to.  In this age where everything is online, brands should not take the risk of creating an artificial character and pretending the person is real.

The Community manager should be a real person who is passionate about the brand.  This leads to more natural relationships (which is the point of social media).

Alternately, if the brand has a mascot or character the agency could create an account as the character and manage that brand.

The key is that in the age of authenticity it is vital for brands to find someone who can be authentic and really relate to the audience.

So what role does the agency play?

The agency can still play a role in managing social media accounts.  Specifically in the creative (running contests, creating memes) by creating tweets that match the brand character and equity, by developing the content plan and strategy and by coaching the community manager.

The agency should play a large role in working with the community manager on creative and providing guidance.

Anyone else have thoughts?

Filed Under: Social Media Strategy

Big Announcement: Social Media Instructor Krista Neher to Author Text Book on Social Media Marketing

September 14, 2010 By 2 Comments

That’s right!  I wanted you to be among the first to know that I have recently confirmed a contract to work on a text book on social media marketing.

This is a really exciting project for me to work on and I was honored to be asked to participate.  I will be co-authoring the book with 3 other individuals who have expertise in social media, text book writing and business.

I’ve been working in the social media marketing space for many years now, and as the industry evolves I am excited to see colleges and universities adding social media courses to their curriculum.  I have been brought in to speak at colleges about social media since their students are increasingly being asked to “do social media marketing” upon graduation.  A text book on social media marketing will help provide the framework for more educational institutions to add social media to their curriculum.

Developing Standards in Our Industry

I am also excited about this project because I think that this is what the social media community needs.  I know that organizations like The Social Media club are working on social media education.  Raising the level of knowledge of social media marketing and sharing best practices and case studies can only help our industry.  I am also working on some other partnerships with educational institutes that will help with this mission.

The text book process is extremely rigorous and includes many different levels of review by multiple professors (if you are a college professor and would like to be a reviewer please let me know).  The book will be published by South Western Publishing and will probably take at least a year to hit the shelves – so be patient!

Got Ideas? Companies for Case Studies? Let me know!

So, if you have any ideas for the book, case studies, approaches, etc. please let me know.  The more great ideas that we can include in this book the better.

- Krista

Filed Under: Press Release Tagged With: , , , , ,

Social Media Workshop: 5 things you can’t afford not to know about social media

September 2, 2010 By Leave a Comment

Boot Camp digital provides a number of social media seminars and workshops for businesses of all sizes.  We train marketing and PR groups on social media marketing.

One thing that I consistently find across our workshops is that many businesses have a weak understanding of social media marketing.  They leave our courses enlightened about how they can use social media.

These are probably the 5 biggest “ah-ha’s” that we hear from our training programs.  The 5 key take aways that really help businesses to get going in social media marketing.

1) I didn’t know what I didn’t know

While many of our participants are new, some already have a blog, twitter account or Facebook page.  They think that they mostly “get it” but they sign up for our course because they aren’t getting the results they wanted.

When they leave, they usually realize that they approached it all wrong.  Social media marketing isn’t as simple as creating a fan page or a twitter account.  It is about strategy and execution.  These require more thought than most businessees consider.

If you are using social media for your business, you’ve made a smart choice by reading this, but please take the time to invest in your strategy.  Read as much as you can and learn from the best.  There is lots of information available online.

2) Social Media is not about creating accounts it is about content

Many businesses focus on creating accounts across sites and not on the content that they will actually use on each site.

Social media is about content and connections.  Create meaningful content that adds value to your target audience.  That is the key to social media.  Most businesses spend almost no time focusing on the content that will actually be the substance or meat of their efforts.

Creating accounts isn’t really that hard.  The hard part is figuring out what to do with them.  We have developed specific strategies to help businesses build powerful content that drives results.

3) Don’t confuse activity with results

Many businesses confuse activity with results.

- “Is your current social media working?”

_ “yes”

- “what are your results?”
- “we have lots of fans”

- “can you tie that back to a real business result?  do people in your store say there are there because of Facebook or Twitter? Are you getting engagement?”

- “ummmm – we have lots of fans….”

The reality is that an impression is not an impression unless it makes on.  That means that you are only reaching people if they actually see and respond to your conent.  Just creating it and publishing it isn’t worth anything.

4) You Can’t Afford to Ignore Social Media

Trust me, whatever your business line you can’t afford to ignore social media.   Social media is here to stay and is growing like crazy.  If your business needs more sales and customers, social media is the way to get it.

If you don’t have the time or the money to invest in your business to make it happen you probably won’t be in business or aren’t serious about it.  This  is becoming the cost of entry.  Like having a website (and if you don’t already have one, you need one – email us and we’ll connect you with someone) it is a basic expectation.

Social media is how businesses are growing these days – if you are struggling with your business maybe it is time to re-evaluate your strategy…..

5) Social Media isn’t really Free

Many businesses are excited about social media because they think it is free.  The reality is that it takes time and effort.  To  do it right you should be prepared to invest in learning the tools of the trade.

Imagine if it was free to run TV commercials.  The  airwaves would be flooded with crappy commercials, recorded with a flipcam with no real strategy behind them. Most companies wouldn’t see results.

Since TV isn’t free brands invest a lot of money in the strategy and production to make sure that they have effective commercials that get returns.

The same is true with social media.  It is free to create an account but there is a lot of clutter.  You need to stand out and have a strategy that really connects.  You need to know your customers and commit the time and energy to learn about them.

The good news is that this is MUCH cheaper  than producing TV commercials.  Take the time and do it right.  Don’t spin your wheels not getting it right.

Filed Under: social media marketing

7 Reasons to Blog

August 30, 2010 By 2 Comments

A few years ago blogging was extremely popular. It has declined in popularity recently despite the fact that it remains a popular social media tool.

Blogs provide a number of business benefits, however many blogs don’t get results because they are not created strategically or written correctly for the web.  In working with businesses on their blogs there are a number of simple strategies and tactics that mean the difference between success and failure.

Blogs are definitely worth the investment as they can provide LOTS of value to businesses.  Here are few of them:

1) Position yourself as a thought leader

A blog is a powerful way to position yourself and your brand as a thought leader in your industry.  By sharing your thoughts and views or uniqu knowledge you can be perceived as an expert in your area.

Most businesses are great at something (hopefully you are!) and sharing your knowledge is a great way to showcase this.  Showing your expertise through a blog builds trust in you and your business.

2) Search Engine Traffic

Probably one of the best reasosn to start a blog is for search engine traffic.  Search engines like blogs because they have a lot of content that is updated frequently.

This means that when people search for words related to your product or your blog posts you are more likely to show up at the top of the results.  This means more traffic for your website and ultimately more sales!

3) To share news

Most small businesses don’t have a fancy PR firm or a press page.  That doesn’t mean they don’t have news!  A blog is a great way to share news about your business in an honest, opwn and personable way.

4) Get Customer Feedback

Blogs can generate two-way conversations between a company and their customers.  Leverage your blog to ask for customer feedback.  You can get feedback on current items or have your customers help you build new products or services.

When I worked at a startup we used our blog to generate discussions around what our new products should be.  Our blog gave us an opportunity to share what we are working on and our customers an opportunity to tell us what they thought.  Our blog comments also helped us to develop our policies, as we got considerable customer feedback and suggestions from our readers.

5) Connect with Customers on Content

Whatever your business line there are subject areas related to your product that your audience is passionate about.  Zappos, a company that sells shoes and clothes online runs a fashion blog.  They know that frequent shoppers on their site are interested in fashion trends.  So, their blog provides information and updates on fashion.

Are there subjects that are related to your business that your customers are passionate about?  A blog is a great way to make a connection based around that shared interest.

6) Show you are Human

A blog can show the human side of your business.  Remember, people do business with people they know, like and trust.  A blog can help people “know”, “like” and “trust you”.

By posting personal content they feel like they know you.  It builds a personal connection.  For example, people “connect” with me over being Canadian, or drinking WAY too much coffe.

They like you because the blogs show the  nice and personable side of you.  You share their interests, say nice things, comment and respond.

They trust you because you say smart things about your product or subject area which builds trust over.  The human element also builds trust.

7) Provide Context about Your Business

Prior to making a purchase most people do some research online.  If it is a big purchase they want to know if you are legitimate, provide a good product and know your stuff.

Often the corporate website is canned and shiny, but doesn’t provide real, transparent and authentic seeming information.

The blog can do this.  A blog can show the real side of the company and build the trust that ultimately leads to purchases.  It provides more context about you as a business and your products.

How  else are companies seeing value from blogging?  Why do you blog?

Filed Under: blogging Tagged With: , , , , , , , , ,

Small Business Social Media Speaker: 10 Ways Small Businesses can use Social Media

August 27, 2010 By Leave a Comment

I know that a lot of small businesses are interested in social media marketing to grow their business.  I speak with thousands of small business owners a year (probably just like you) who hear about social media but don’t know exactly how they can get value from social media.

I have worked with many of these business owners to help them find success in social media, and I know that small businesses can get results using social media marketing. I know first hand that social media can provide a better ROI than traditional marketing methods.  Social Media marketing can deliver results when used strategically and with the right plan.

Here are 10 of the most common ways that small businesses can use social media to grow their business.  In no particular order, here are 10 ways that small businesses can use social media:

1) Share Deals and Promotions on Twitter

Twitter is a powerful way to share deals and promotions with your customers (and future customers)!  Big companies like Dell Outlet have sold millions of dollars through twitter, but it works for small companies too.  Naked Pizza, a small pizza store in New Orleans had their highest ever sales day from a twitter promotion.  Vista Prints sold $25,000 directly through twitter in their first year.  Find and connect with your target audience and give them irresistable offers on Twitter.

2) Share news and Updates on Facebook

Don’t have a fan page yet?  If you have fans or customers who are passionate about your business you should have a fan page.  Use it to connect with customers and  keep them up to date on your new products or services.  I was recently getting my car fixed and found that the mechanic frequents the same neighborhood bar as I do.  He told me that he checks  out their Facebook page every day to see what food and drink specials they have.  This bar has a creative new drink special for Happy Hour every day and a different free food item available.

Whether is it food and drink specials, new items in your store, new industry news or regulations a facebook fan page can be a powerful resource to keep your customers up to date.  Over 1/3 of people who are fans of companies on Facebook are fans for this reason – to stay up to date.

3) Network on LinkedIn Groups

Lots of small businesses and professionals grow their businesses by networking with people.  Meeting people and sharing helpful knowledge drives business over time.  People do business with people they know, like and trust.

LinkedIn groups allow you connect with others based on a shared interest.  You can join a group and contribute to discussions or share interesting news.  By using LinkedIn to build relationships you can earn new customers over time.

4) Connect with Prospects with a Webinar

Webinars are becoming increasingly popular ways to connect with prospects adn provide value to customers.  Webinars are virtual and web-based.  A webinar is typically hosted around a specific topic and people sign up, call in and log-in on their computer and they can watch and listen to a live session on a specific topic.

Webinars are very popular in categories that are high-information.  Most B-to-B business fall in to this categoy, but it also works for consumer products.  If people are looking for knowledge or information on your subject area, a webinar can be a powerful tool to share information with them and position yourself as a leader.

5) Be a Thought Leader with a Blog

Blogs are very popular for a variety of reasons (we’ll discuss one more of them later in this post).  One of the reasons is that a blog can establish you as an expert and thought leader  in your industry.  If people trust you and see you as knowledgeable they are more likely to do business with you.

Run a gym? Share workout tips.  Real Estate Agent? Share posts highlighting the people and events in your neighborhood.  Restaurant? Show how you make signature drinks or menu items.

6) Connect with Customers and Prospects with an email newsletter

So maybe *technically* this isn’t social media, but it is relatively simple and cheap for most businesses to create a newsletter.  Constant Contact and MailChimp offer services for under $25 a month and are easy to use.

An email newsletter can keep your customers and prospects up to speed on news, deals and promotions.  Email remains  the preferred communication method of most people (1:10 preference over social media) to stay up to date.

7) Join  an online community

There are online communities for almost everything these days.  Seek out a discussion forum or community that is specific to your business and participate!

You can connect with customers (or potential customers) and really learn about them.  What are they interested in?  What do they talk about? What do they want and need in products?  Participating and listening to communinities that are comprised of your business target can improve your product but also lead to sales as you build relationships.

8) Monitor and Respond to your Reviews

There are many business review sites – from product reviews on amazon to restaurant and store reviews on yelp to complaints on The Ripoff Report.  Whatever your business line, chances are there are review sites that are relevant.  Even Facebook has included reviews on fan pages.  Google has reviews in their listings.

Look for and respond to reviews (both good and bad).  Saying thanks to a good review can build an evangelist and encourage word-of-mouth.  Responding to a negative review can help clarify the situation.  Showing that you care about negative reviews and plan to take action shows your side of the situation to the hundreds of people who view the review.

9) Get Found on Search Engines with a Blog

Another great reason to start a blog is to get traffic from search engines.  Because blogs are content rich (you typically create content for them on a regular basis) search engines give traffic to sites with blogs.

In almost anything that you search for you’ll find a number of blogs show up in search results.  If people find you business through search a blog can increase the probability that you will show up in results.  This leads to traffic and (hopefully) sales.

10) Generate Awareness with a Video

Videos can be great ways to connect with your audience.  A picture is worth a thousand words and a video is worth a million!  Video is a great way to share information – whether it is a video showing how you make a dish, customers talking about their satisfaction or a video demo of your product – videos are powerful tools.

Create a video for your business to make a deeper connection with your audience.  Whatever your business there are many different creative ways to use and share videos.

This list isn’t exhaustive – it is simply a handful of the tactics and tools that are included in the Social Media Action Pack.

How are you using social media for your small business?

Filed Under: social media marketing Tagged With: , , , , , , , , , , ,

Ad Agency Social Media Training: Top 5 Questions Advertising Agencies have About Social Media Marketing

August 25, 2010 By Leave a Comment

As advertising agencies continue to grow and evolve we do a lot of ad agency training to help them transition in to the digital and social media spaces.  All trends show both consumer attention and advertising dollars are shifting towards internet and digital marketing as well as social media marketing.

According to all projections internet marketing is projected to grow at around 10% over the next few years.  When looking at how consumers spend their time more consumers check Facebook each day than read a newspaper or listen to the radio (scary).

In training a number of ad agencies on social media marketing there are a number of questions that are frequently asked.

1) Is social media marketing really that important?

Some agency staff are still not  sold on the concept of social media as a tool for brand building.  I was recently asked if social media was a fad that might pass.  All signs show that social media is here to stay.

  • There are now over 500 million people on Facebook – that is more than the combined populations of the US, Canada and Mexico.
  • Consumers want to connect with brands.  The average  Facebooker is connected to over 60 pages/groups and events and over 88% of Facebookers are fans of at least one brand or business.
  • 20% of all tweets reference a brand or business.

The reality is that brands and businesses are a part of our lives, and our social lives.  Not only are people using social sites but they want to connect with the brands they like on Social Media.

2) How do we create great social media campaigns?

This is a BIG question that can be answered in tens of thousands of pages.  But the simplest starting point is to get engaged yourself.  Engage in social media and digital marketing.  Look around at what different brands are doing.  Are there great executions in your industry? What do you think is good and bad about them? What brands engage you in social media?  Why are you interested in them?

Listening yourself and getting engaged is a great first step to “figuring out” social media.  In addition to that, many ad agencies are investing in training programs to help their staff see best practices and learn about how to harness the power of social media for businesses.

These are great first steps for traditional agencies looking to get up to speed with social media marketing.

3) Brands are increasingly going to smaller “social media” or “digital” firms. How do we get a piece of this?

The first step to winning social media business is to get your entire organization up to speed on social media marketing.  Excellent social media and digital campaigns are incorporated at the core of a campaign, and not “added on” after the fact.  Creating a solid level of digital kknowledge in your organization is the key to success.

Some agencies start by creating a “social media group” that people are assigned to.  Recruit great social media talent to evangelize and spearhead, but make social media a part of the fabric of the entire organization.

Traditional agencies have great creative talent, and creative is absolutely vital to a successful social media campaign.  When social media marketing started just showing up was pretty darn good.  There were only a few brands on twitter, and they got credit just for being there.

The bar is higher now.  Social media marketing requires a great creative idea that resonates with the target audience and is delivered in a way that is relevant to the medium.  Invest in your organization and you can win business.

4) Who should own social media in a company? PR or Marketing?

It isn’t the same answer for every organization, and there is plenty of debate.  Ownership should be determined based on the goals and objectives of the social media efforts and the core competencies of each organization.  Either way, both should play a role (and probably customer service too).

Marketing typically owns the overall brand strategy – equity, positioning and promotion of new products.  These are usually crucial elements in a social media program.  That being said, PR owns the external positioning of the brand and how they communicate with the public.  Customer service also plays a key role as the best suited to be on the front line responding to product questions or complaints.

The best strategy is one that includes all of these stake-holders (and probably others – like legal) each contributing in their area of expertise.  Brand should help identify the target audience, the brand character and overall strategy.  PR should own how the messaging is customized for “public” and external stake-holders and the overall positioning.  Again, these are only guidelines based on the typical roles of different departments.  The key to success in social media is to allow each function to contribute aligned with their area of expertise.

5) Who should execute social media? The brand internally or the agency?

This is a great question.  Again, there are multiple success models, but I think that the emerging trend is for internal to the brand community managers and agencies to work together.

Typically, someone on the brand team is best suited to manage social media on a day to day basis.  This ads credibility and humanity to the social media efforts.  For example – Donna from Brand X is more relatable than Sally from the agency.  In an age where people can do research and find out who you really are (on Facebook, LinkedIn, etc) it is best to leverage reall people vs. create characters.

That being said, the agency still plays a BIG role.  The agency should help create the social media assets (brand pages, twitter background and icon) and theme them.  What is the strategic purpose of each asset and what content will bring it to life?

Effective social media requires a strong content plan.  The agency can contribute to and bring to life a content plan that matches the brand strategy and character.  Also, in addition to the base social media many brands run “campaigns” on social media.  Like a Facebook contest, tweet promos, etc.  This is another example of where the agency comes in.  The agency can create and run social media promotions in addition to the base conversation and responding.

What other questions are you seeing ad agencies asking about social media?  Any additional perspective?

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