Skip to main content

The Four Cs of a Social Media Strategy for Business Communication

Many businesses now embark on a social media campaign (often also referred to as social influencing) to reach their target audiences in the thousands of different social media networks. In addition employees are also increasingly using social media for different business reasons. 

In fact, a social media strategy has now become almost imperative in today’s business communication milieu. But what makes a good social media strategy? Is it enough to only decide which of the different social media networks to use or may be used by employees?

As a social media strategy becomes more imperative, it is perhaps also time to consider the following four Cs when planning the strategy. The four Cs are circumstances, contribution, communication and consequences. These can be explained as follows:

Circumstances

A good social media strategy should always consider the circumstances of the target audience(s) of the business. What are their needs? Who are they? Why are they in that particular social media network? Before deciding on a social media network, make sure that the social media campaign will capture the attention of the right people and address their needs. Also if the target audience(s) will actually be present on that social media platform. Many businesses prefer to establish their own brand communities on their own websites.

Contribution

A business should always consider what positive contribution the presence of a brand or product in a particular social media network can make in the lives of the target audience(s). The idea is that the target audience of the business should not eventually abandon the brand or product's social media page because it perhaps might not be relevant in terms of content or social connections with other users. The business must consider content that will engage the target audience(s) even in the long-term.

Communication

Communication in the social media network is the most important consideration. What kind of communication can be encouraged in a subtle way? Communication about products or the brand of the business should allow for instant, spontaneous communication and not be controlled by the business. The brand of the business should be built through real experiences of the users. In the case of negative communication, the business should respond within the boundaries of a clear communication plan.

Consequences

People join social media networks for different reasons, one being to connect with others who have similar interests. A social media strategy should consider the consequences for the target audience(s), be it in terms of functionality, social meaning or entertainment. Will the target audience(s) be able to find or download useful resources, connect with like-minded people or be entertained by the brand or product?

The four Cs of a social media strategy all point towards one thing: planning is key.

Related Post

Social media at the office - good or bad?
Labels:

Popular posts from this blog

The role of the manager in effective business communication

Happy employees are more productive. Business communication is no longer about how to write a letter, email or use effective writing skills.  It has also extended to other areas in the business, for example, excellent relationships within the business. A manager should not only concentrate on successful communication with its external clients, customers and stakeholders.  The employees of the business actually are   internal clients   and should also be treated with care.  Many scholars refer to this as   internal marketing , a very important feature of good business communication.  Employees’ well-being and work satisfaction play a large role in their productivity and how loyal they will be towards the business.  The role of the manager is to ensure good relationships with and among employees.   A healthy working environment is equally important.  Previous research has indicated that employees also have other career as...
Read more

Time for a communication audit?

When is the right time to do a communication audit in a business?  Why is it important to know whether communication in a business is effective or not? During a communication audit the strength and weaknesses of all communication in the business is analyzed, namely its communication policies, strategies, practices, messages, capabilities and even the media that are used, including social and other online media. If you have read some of my other postings in this blog, you will know how important communication in a business is.  Lack of effective communication can even cause the business to eventually fail. When is the right time to do a communication audit?  You could consider a communication audit in your business when: a major restructuring of the business is taking place   the business seems to be failing and not reaching its objectives. union negotiations are upcoming a merger or acquisition of another business might be happening a new management ...
Read more

What is your managerial communication style?

As a manager you communicate in a specific manner to your employees.  Your communication style can fall within different managerial approaches but in this article I will focus on the two most common styles, namely the classical and humanistic managerial communication styles.  I will first explain the more formal classical style. A manager who has a classical managerial (authoritarian) communication style: communicates through formal communication media such as oral and/or written and visual communication and very little face to face discussions. creates but also uses opportunities to make the long and short term goals of the business clear using these formal communication media. changes 'unacceptable’ attitudes and opinions by shaping new ones through manipulation. diminishes fear and suspicion because of misinformation or misinterpretation of the right but unclear information. communicates numerous rules to employees. prevents or corrects misunderstanding fr...
Read more