Introducing a social media strategy to your organisation can be a white knuckle ride if you’re full of trepidation. With all your clients online it can be less daunting if you think of engaging on social media as a good chat with an old friend.

The number of social media platforms continues to grow: Facebook, Twitter, Google+, LinkedIn, Youtube, Pinterest and Instagram are just a a few. We experience everything online, sharing opinions, and searching for information so you need to be part of the conversation.

Connecting with your clients on social media helps build the relationship and create the foundation for your greatest marketing asset: advocacy – but you have to earn it and it brings both opportunity and responsibility.

So where do you start?

1. Why should your organisation engage on social media

As an organisation what do you want to be known for? How do you want your clients to think about you? What if your clients can’t find you on social media what does this mean for you? Your answers to these questions determines your reason for engaging on social media.

2. Who is the right person to take forward your social media strategy

Is there a member of your team who enjoys and is comfortable with social media that can take the reigns and help work on the strategy? Do they personify your brand? If you do great, if not, you’re all in the same boat so set up a small social media group (maximum 3 people) to develop a tone of voice.

3. How much time can you dedicate to working on social media?

Time is precious and in small teams more so. How much time can you dedicate to getting your strategy off the ground? Is an hour a week feasible?

4. Which social media networks do your clients use?

Where are your clients on social media? Which profiles matter to you as an organisation? Can your website statistics tell you anything? Which social network has the right demographic profile.

Once you have answered these four questions you’re ready to roll.

Inspired by  the Moz Beginners Guide to Social Media. An insightful read for anyone starting out in social media.