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Q. What do you see as the key parts of a social media strategy that require 

management?

Kate Webb, Vision Express

: I find that too often businesses think that social media is 

just about posting messages about the company on Twitter or Facebook, or getting an 

agency in to handle everything for them. But the key to making social media work, for 

me, is to have a strong strategy behind it, and to manage that strategy.

For me the key areas of focus in this strategy should be:

Brand/Business persona: I feel it’s key to define a persona or personality for your 

business and to identify how you want to position your brand on social media; is 

the brand/business fun/funky, calm/serious, sensitive/nurturing or brash/loud? You 

need flexibility to evolve this over time as your relationship with customers grows.

Which Platforms: There are hundreds of social media platforms that we could all be 

involved in, so it’s key to identify which platforms support your business objectives, 

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Chapter 9  Customer relationship management

and which ones you are going to get involved with. Otherwise resources and com‑

munication will simply be spread too thinly.