Social Media for Managers

by Theresa Truscott

Social media for the organisation

Research shows that 79 per cent of firms are using at least one of several social media platforms and that proportion is rising.

For a business, this can generate a high volume of prospective clients and create great rapport with real people, reaching communities through word of mouth. Key influencers can and are doing as much as competitive marketing campaigns.

However, the strategy you implement can be critical to your levels of success and can ensure an organisation streamlines effort to produce an effective campaign. For it to work, you must be aware of your desired marketing impact so that the focua of your strategy, whether it be reputation, sales, influence, credibility, charity or traffic/page views, can be productive.

These are the main strategies:

  • Brand intelligence is effectively advertising and demonstrating your knowledge of your brand, product or service
  • Customer insight involves collecting research from your audience and creating your profile, an area which is often neglected
  • Community behaviour comes next, and interaction with your audience is vital, but you must do this without appearing like spammers.

A successful strategy

The most prominent example of the implementation of these strategies is the Starbucks’ Online campaign. At the time of writing, they have 705,000 followers on Twitter and over 5,428,000 fans on Facebook. They engage with their customers on Twitter; they upload videos explaining their different types of coffee, and they allow customers to take part in the decision-making process of the company. All this makes its customers feel a part of the company.

Overall, Starbucks’s social media strategy integrates many different elements to create a social media plan that works beautifully to get millions of fans for the brand and keep them involved in the brand’s activities.


Organisation is the key to your campaign and it is important to put a strategy in place before starting out!

Points to consider

The type of social media marketing you choose will be influenced by various things and you need to be clear about your purpose at the outset.

Things to consider are how you want to handle positive or negative publicity, brand awareness, employee or consumer engagement, and the aims and values of your organisation.

You must realise from the start that your strategy won’t give you results overnight, but you will gradually build great relationships with potential customers worldwide and develop a voice for your brand.