In brief: Social media are platforms where people and organisations create profiles, publish content and communicate. A company uses rented space governed by the operator’s rules and algorithms.
How I use social media in practice
I use social media as one part of acquisition. Before launch I define whom I do not want to reach, what proof the offer needs and how I will recognise a relevant response. I monitor queries, placements and comments by channel and feed findings back into content and the offer.
What to watch for
A cheap click or large reach is not success by itself. It is easy to optimise activity that does not bring the right customers. Beware automatic platform recommendations without knowledge of margin, capacity and brand limits.
Questions for a decision
- Whom do we want to reach and whom should we exclude?
- Which offer or message hypothesis are we testing?
- What happens after the first response and who owns that step?
- Are we measuring customer quality or only channel activity?