Okay, if you’re an individual, naked launches are okay. I mean, just go already and do it. No planning really required.
But, if you’re a business or a similar organization, naked launches are not needed. Planning and work are required.
I define naked launches as a business or organization starting/publishing a blog, Facebook Page, YouTube channel, Twitter profile, etc., in name only. No or very little content, or solid thought as to what the heck to do with it.
I’ve seen many companies and organizations publish Facebook Pages with little more than their name, URL and logo.
Before moving on, let me say that I understand the need of businesses to protect from name squatters. Okay, save your name even if you have no plans for it — but then state your corporate ID/brand protection intentions so it is clear, and visitors know that it’s not a dead account or that you don’t know what to do with it.
So, what can you do to prevent naked launches? Here’s some help with select popular social media tools:
Twitter: First, be sure your audience (customers, prospects, influencers, etc.) are using Twitter or that you expect they will in the soon enough future. Because Twitter is so fluid, you don’t need a detailed plan. You do need to have a plan for the types of information you will tweet. Sure, some will be broadcast, but most should be informational — adding value to the legions you hope full follow you.
Also, track key terms around your product, industry, audience, etc., so you can respond to those who have a similar interest. This will help grow your followers and help you find new people to follow. Also, be sure to fully fill out your Twitter profile. See Ford for a solid corporate example. The Toledo Museum of Art has a solid one, too.
Corp/Organizational blog: A lot of planning needs to go into a corporate or organizational blog: Decide why you should, and who you want to reach; who will blog; design (so that it mirrors your corporate look); your blogroll; and objectives to measure to gauge effectiveness.
Also, prior to launch have a couple posts done and published — one an introduction to state why you started the blog, and then a first real one. You must also have an editorial calendar or schedule of posts for the next upcoming time period. If you plan to blog daily, have the first two weeks planned and posts pretty much done; if you plan twice-a-week posts, have the first 3-4 weeks of posts in mind and started; if weekly, have the first month’s worth or more planned. And, then keep up the schedule so content stays regular.
Facebook Page*: Before publishing a Facebook Page for your organization, be sure you complete the pertinent tabs: Information on your company others will want to know; Photos of interest — and more than just your logo; Links to not only your organization but also that your fans would find helpful and of interest; and details on any Events you may have coming in the near term. For Discussions, you don’t have to start any off the bat — though it’d be nice — you should prepare a list of topics to initiate in the coming weeks and months. This is similar to the planning you should do for a blog. Having regular discussion topics will help keep the Page fresh and engage your Fans. If there are no or very few replies, switch to another form of engagement on the Page.
AND, please refrain or control your organization, communications agency and others with a vested interest from fanning your page right off the bat. Those are tainted and don’t come off as being real fans. Most other fans may not know it, but those who do will look sadly upon you. I’m not saying employees and your agency’s personnel should never do it, but when they do at first and months later, they still make up a sizeable portion of your Page, it doesn’t look favorable upon the company.
YouTube: Yes, most companies will simply upload commercials. Guess that’s okay. IF you can do other videos — like from a news conference, how-to, a commnunity volunteer effort you’re involved in, etc., — please do. YouTube offers a lot of customization for your channel to ensure it matches your corporate colors and look. Take advantage of it — before launch. When you do launch, have at least a couple videos ready. Also, keep on the look out for other channels to subscrbe to — could be customers, vendors, prospects, other organizations of interest and that could provide value to your own subscribers. A couple good examples of YT profiles include Pickens Plan (good tie to branding, but would like to see some comments — or haven’t there been any?) and Domino’s (not as strong in corp branding but plenty of positive and negative comments allowed and many non-corp favorites).
If you have other social media tools that should not be naked upon corporate launch, please share your ideas in the comments.
Take care, and thank you for reading.
-Mike
*In most business cases, you’ll want a Facebook Page, not a Group. To decide the best for you, see a post a Mashable and at Inside Facebook. AND, if you’re an organization, business, etc., DO NOT create a Facebook Profile — it’s not allowed. See the 4th question in the FB Help Section.
Hi Mike,
Not sure I agree with your advice on having an editorial calendar drafted and having up to a months content planned. I think this could affect a spontaneous, conversational and creative culture around the blog within an organization.
Interested to hear more about your views on this.
:-)
Lucy,
The purpose of an editorial calendar to start off a blog is to help a company or organization get into the habit of blogging, and help it find its voice.
Even with a schedule for the first X number of months, it doesn’t mean that other posts can’t be posted in between the planned ones.
After a company gets started and into a rhythm with a blog, it’s still helpful to have some schedule or plan to ensure that it stays on track with the initial objectives. With that, there’s still room for spontaneity by adding other posts.
-Mike