There are a few simple questions whose answers can tell you whether or not you are running a ‘Social Business’.
In keeping with the theme of the week, we decided we would create a short, simple survey that can help a brand determine whether or not it is a ‘Social Business’.
The 8 questions below are simple ‘Yes’ or ‘No’ questions and come with enough explanation to make answering them fairly easy. Go through the questions, answer all eight, and see if your score was high enough to qualify your brand as a ‘Social Business’!
1. Does your brand have a presence on social networks?
This refers mainly to the ‘Big 6’ (Facebook, Twitter, LinkedIn, YouTube, Google+ and Pinterest) and others. Does your brand have a page, account or simply a presence on any channels that have been deemed social on the web?
2. Does your brand have a blog?
This can either be a standalone blog on your website, or a blog built on a blogging platform like Blogger, Tumblr, WordPress or something else. Essentially, does your brand have a platform on which visitors can see why your company is an industry leader?
3. Are you engaging with your audience?
This is meant purely as conversation. Think about whether your brand is participating in conversations in the socialsphere around your products/services, competition or your industry.
4. Are you leveraging your data?
Every action on social media is recorded and stored. Some brands choose to use it to better their programs and others do not. Which category do you fall into?
5. Do you employ ‘Responsive Branding’?
Responsive Branding is the idea of leveraging big data (question 4) and applying it to your overall marketing and business strategies in order to appeal to the tastes and preferences of your engaged audience.
6. Have you figured out where social media fits into your overall marketing strategy?
Social media is not here to replace your other business activities. It is a tool like any other. Make sure you have figured out where it fits in to your business and marketing strategies (maybe with ‘Responsive Branding’ – just a thought).
7. Are you testing content with your social audience?
Not everything you do is going to generate the kind of buzz generated by a new Apple release. You are going to need to figure out what people want based on content testing in order to find a content strategy that works for you.
8. Has social found a place in areas other than marketing?
Social media is not just about marketing your brand – it is a communications tool. It can be used for internal communication, customer service, research and development – you name it!
Have you gone through and answered all eight of these questions? OK – good.
Now look through your answers. If you answered ‘No’ to any of these eight questions, your business is not a ‘Social Business’ just yet. At least not entirely. You might have answered ‘Yes’ to several, placing you in the maturing stages of becoming social. That’s still far ahead of many brands out there and you should keep up the good work. You’re on the right track!
What is your definition of a ‘Social Business’ and which of these questions might you change/remove and what would you add? Tell us in the comments below or on Twitter!