Social Media Marketing For Dummies, 2nd Edition

Outlining SMM Voice Objectives

When you’re defining your SMM voice, it’s important to consider what you’ll be using the SMM voice for. Knowing the objectives it serves and how it supports your marketing and business efforts more broadly is instrumental. If you haven’t defined the objectives for the SMM voice, don’t take up valuable time (and potentially resources too) in identifying those voices and putting a program around it.

Some of the more common objectives served by having a SMM voice include the following:

Providing industry and company insights to all stakeholders.

A lot of people are probably talking about your brand in the social web. Many of them are probably forming strong opinions about your industry, your company, and your brand, too. Some of these people may be very influential. They could be key influencer bloggers, shareholders, customers, competitors, or market analysts. An important objective for having a SMM voice is to share your company’s own take on industry and company issues with the broader world and negate any false or unfairly biased perspectives.

Building awareness for your products and services.

Every month there appears to be a new social platform on which your brand needs to have a presence. This may be Facebook, MySpace, CafeMom (www.cafemom.com ...