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I’m doing a blogging series; how to develop a social media strategy together with Robert Nyberg and this is the seventh step in this process. In this step you should create a home base and choose which social platforms (we call them outposts) you should work with. We take our decisions here by reviewing our data we collected in the fifth step. Two persons I have learned a lot from when it comes to social media and this step in the process is Jay Baer & Chris Brogan. Much kudos to them for their work and check out their blogs.
Build your home base
Your home base is the place where you create engagement with your audience. You can use your company website, but in many cases this is not a good idea because very often companies websites is very non social. A great way to start with is a blog, you have a lot of different platforms to choose from. I prefer WordPress, you can get yourself a stable core like Genesis and a nice theme check out Studiopress (affiliate link). Another tip: Prepare your home base for serious social engagement with Livefyre. Today we can see how a lot of companies choose Facebook as their home base, I’m not a big believer of that choice. You can’t control your home base in Zuckerberg land. I think Facebook is a very powerful tool and you should use it like an outposts if it fit your strategy.
Outposts
You can start setup your outposts when you have defined your home base. In my case I have my blog (mattiasgronborg.com) as my home base and I use Twitter (much focus here), LinkedIn, Facebook, Youtube, Vimeo, Google+ and StumbleUpon (new for me) as my outposts. I have told you before; there is no one size fits all solution here. Remember the fifth step (Understand what your audience is doing online). The question to ask your social media team when you are choosing outposts: How many of our potential customers are hanging out on a specific social network or forum? It can also be a specific forum that fit for your social mission. Don’t jump out on any social network before you have completed your strategy setup process.
It’s your turn
Which platform are you using as your home base? Which outposts are you using to pull your audience into your home base? Please share your experience and insights in the comment box below.
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