Information Overload?

Social media has afforded both individuals and businesses the opportunity to reach more people (possibly even a different audience) and communicate in a new, exciting and engaging manner. With social media, conversations ensue and followers, friends and fans are able to learn more about a company or long-lost friend online.

Throughout the past seven weeks, I have learned so much about social media and what constitutes a social network. A little overwhelming? Yes. Possible information overload? At times. Exciting and offering a window of fresh and innovative ideas? Most definitely.

First and foremost, I now recognize that social media is more than Facebook and Twitter. In fact, there are hundreds of social networking sites out there that cater to specific industries, interests and practices (Boyd & Ellison, 2007). When developing my social media plan for Rust-Oleum Specialty, I will be researching different home improvement and do-it-yourself sites that may be a strong fit for the company. Sometimes these non-mainstream sites offer the perfect niche for which a brand is looking. By utilizing these sites, one is able to reach a targeted and engaged audience. This is the very reason to implement a social media campaign. These smaller sites may prove to be even more beneficial than the larger sites. Just because a company is not on Facebook or Twitter, it does not mean that it does not have a social media presence or message (Marks, 2009).

Yet, social media goes beyond social networking sites and delves into other marketing tactics, which include blogs, user-generated content, online gaming, texting, branded entertainment and much, much more. And while each of these tactics offers its own unique and targeted messaging and audience, it is important to remember that not all social media networks and tactics are geared toward every company. These components will be included in the strategy, but how will it be developed?

A social media strategy needs to fit like a glove for a company. It also needs to be a compliment to an already comprehensive marketing and public relations plan. The first step that will be taken in developing Rust-Oleum Specialty’s social media strategy will be to take an inventory of all the options and platforms currently available to the company (Cottingham, 2009). With so many different networks out there, this is a must, and one of the only ways a successful strategy can be created. This inventory will include the pros and cons of each network and tactic and whether or not the expected benefits outweigh the challenges.

The next step in developing the strategy will be to suggest a social media audit. This is to ensure that the company has the bandwidth to handle the time commitment that goes along with having a social media program. This is a key component to any marketing plan. This audit not only provides the opportunity to discuss the goals for a social media program, but it will also help to decipher which social media tactics should be implemented to ensure these goals are met. This is a surefire way to cut through all of the social media clutter.

These may seem like simple steps in figuring out what social media networks and tactics are best suited for Rust-Oleum Specialty, but, in reality, it is going to be a long, but fun process of truly understanding the company and its needs. In addition, this plan must be something actionable and one that can be easily implemented. Essentially, a comprehensive, detailed, straightforward plan will rise from the knowledge I have gained throughout this course.

This plan will demonstrate my evolution as a social media student. I have learned that social media must be something that people can understand and grasp. It needs to be informative and fun; it needs to be something they want to do and be a part of. A sense of community will be key. But most importantly, social media needs to remain a conversation. It can be informative. It can be detailed. It can be about timely news issues or products, but at the end of the day it needs to be a conversation between two people about a shared interest. This conversation can take place on Facebook or in a blog; the location does not matter. What really matters is that a conversation is taking place. This is the crux of social media, and this is what will be of central focus in the social media plan I am setting out to develop for Rust-Oleum Specialty.


References
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. Retrieved December 14, 2009, from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Marks, G. (May 26, 2009). “Beware of social media myths.” BusinessWeek. Retrieved December 14, 2009, from http://www.businessweek.com/technology/content/may2009/tc20090522_078978_page_2.htm
Cottingham, R. (2009). When it comes to engagement, social media is the art of the possible. Social Signal Blog. Retrieved December 14, 2009, from http://www.socialsignal.com/blog/rob-cottingham/when-it-comes-engagement-social-media-art-possible