Brands should establish why they use social media

The single biggest factor that has given moms the strength of their powerful networks is social media.

The single biggest factor that has given moms the strength of their powerful networks is social media. 

Like never before, all of us (especially moms) are connected instantaneously to virtually everyone we've ever known in our lives. We communicate with them and share our lives on a daily basis.  And we share our experiences with products, good or bad.

Clients ask me all the time if they should have a Facebook page. And I always tell them that this is the wrong question. The question should not be “if,” but “why” should you have a Facebook page?

Unless you fully understand how you are going to participate in social media as a brand, you should hold out. Because the last thing you want to do is to create a Facebook page that doesn't resonate with your consumers, doesn't add value to their lives, is inconsistent with the rest of your brand communications, and lives in a silo.

So before you start posting and tweeting, think strategically about what you want to accomplish as a brand with social media. How do you want to connect with your consumers and what do you want them to get out of the interaction? Link it strategically with other elements of your marketing plan so that it all cohesively works to produce the results you are looking for.

The truth is that social media is the ultimate in a consumer's experience with your brand. They are actually hearing your authentic voice in your postings and in your responses. How you participate is one touchpoint that determines how loyal they are to you, and if they will tell their friends about your brand. Furthermore, as a recent Vitrue study shows, brands that engage their fans are simply worth more.

So yes, jump into social media. Just determine “why” first and you will be well on your way to utilizing one of the most influential marketing tools to come along in a very long time. For moms, and for any other consumer base.

Maureen Lippe is founder and CEO of Lippe Taylor.

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