One of the first questions I ask companies before we head into a social media session for the first time is, “What are your assets?” I liken the list to the one created by characters in “The Princess Bride” before they stormed the castle. You have to know what your assets are in order to properly plan your attack.
Westley: And our assets?
Inigo Montoya: Your brains, Fezzik’s strength, my steel.Westley: I mean, if we only had a wheelbarrow, that would be something.
Inigo Montoya: Where we did we put that wheelbarrow the albino had?
Fezzik: Over the albino, I think.
Westley: Well, why didn’t you list that among our assets in the first place?
You can always come up with a good plan when you know your assets. What are your social media assets? The list might surprise you after you have had a chance to look over your operation.
Some of the assets that I typically see companies use currently include: Website or Company Blog, Twitter, and Facebook Fan Page. These assets are easily understood through a typical social media marketing seminar held at any local advertising/marketing/PR networking event of your local chapter meeting. Some needed assets are often overlooked, such as video and photo sharing sites like YouTube, Vimeo, Flickr; social bookmarking accounts like Delicious, or StumbleUpon; and something as simple as a using the company email list to send out your trusty newsletter. Email is often overlooked as old school, but the secret is email is the beginning of your social media network. If you don’t have some of these assets yet, they are easily obtained – a few clicks and you’re signed up. They are essential in putting together a decent social media arsenal.
Now is the time to make your asset list. Notice what you have and what you need. Then begin working to expand it. When the time comes to storm the castle, it doesn’t help if you don’t know you have a wheelbarrow and a cloak.
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Tags: assets, business tactics, Delicious, email, Flickr, social media, Strategy, StumbleUpon, The Princess Bride, YouTube
