So often we hear that a brand wants to go social – that is, to be organically shareable, a hub for substantive conversations around mutual concerns and values, a place where customers return as a focal point in their lives. Yet in my experience that often isn’t possible because a brand hasn’t done the basics, the simple things that must occur before any social media strategy can succeed. Here are my top ten.

1. BE DEFINED: Brands don’t know who they are. There, I said it. If I had to name the number one problem I encounter among brands, and the single most effective way to overcome any number of marketing problems, it’s to take the time to interrogate who you are, what you stand for and what your goals are. How can a customer know your brand, decide if they want to be loyal or buy your product if they don’t know who you are?

2. BE SIMPLE: It takes time to penetrate pop culture and that means your message needs to be simple. The best way to do that is to frame the conversation in terms of your customers’ needs (rather than talk about yourself). So stand for something, say it simply and then keep on saying it in different ways. At least then customers have a hope of knowing what you stand for and whether they want to be involved.

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