Martin Kubler is the CEO of Iconsulthotels, a Dubai-based ultra-boutique consulting firm. Iconsulthotels assists companies in achieving their business goals through PR, social/digital media, and customised business strategies.
New social media platforms – Five things to do today
1. It’s worth nothing if nobody follows you: Before you get all excited about the possibilities of Snapchat, Meerkat, Periscope and Co., you need to build a good following on all platforms you’re planning to use. Use your existing social media platforms to let your followers know that you’re starting out on a new platform and give them a reason to join you there. Think exclusive content and behind-the-scenes features.
2. Try it out internally first: You’ve downloaded the app(s), you’ve read the descriptions, and you might think you know how it all works. Hang on a minute or two and conduct a few internal tests first, before going public. New platforms bring new opportunities, but also new pitfalls and it’s better to take a little longer to familiarise yourself with all the features than fail the first time you’re publicly using the service.
3. Consider your target audience: Before diving into the new social media platforms, consider their audiences and users. What do you have to offer to users between 13 — 35 years old? What do you want them to do? What do you want to find out? Remember, it’s supposed to be social and authentic.
4. Get creative: It isn’t just about marketing. Services like Periscope and Meerkat can be useful in many other situations. Try and think of situations where live-streaming and live interactions with your followers could come in handy and test out the new platforms.
5. It’s live; beware of the implications: Periscope and Meerkat are live platforms, which leave little room for mistakes. There’s no built-in delay, nor is there a rewind and delete button. Pick responsible team members to be the public face in front of the camera or to provide the commentary, and be mindful of copyright and privacy violations. Live-streaming property walk-throughs is fine, but accidentally capturing passers-by on video could land you in trouble.
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