Antes da implementação de uma marca em qualquer rede social dever-se-ia em primeiro lugar reflectir sobre os objetivos de comunicação e os resultados que se pretendem alcançar com essa ferramenta. Aconselha-se a leitura deste curto texto em Why social media strategy should NOT start with a drive for Facebook fans, para perceber a importância da definição de um plano estratégico que promova o envolvimento com os clientes.
«The one thing missing in almost any social media strategy I see is a plan for company representatives to actually go spend some time at the customer’s “house” — 100 percent of the effort is usually aimed at the very difficult task of drawing those eyes to THEIR page, their home, every day instead of visiting customers where THEY “live.”
If the true goal is customer connection, why does it have to start on your own Facebook page?
Why is the metric for success always the number of comments or likes you have on your page, rather than the number of likes and comments your company gives away on other pages? Shouldn’t the effort be at least equal?
Relationships start with small interactions — and you probably have to go to where your customers are at first. As they get interested in you, maybe they will start coming to your site where they may connect in a bigger way, and eventually bring their friends as they turn into fans.
Of course there are many different ways to be successful on the social web and lots of companies are doing great things on their Facebook pages, but I wanted to introduce the idea that it doesn’t necessarily have to start with a “drive for likes”(…)
Source: availble in http://www.businessesgrow.com/