Imagine you’ve built your own TV station, launch day arrives, you turn on the lights, and there’s nothing in front of the camera.  Or imagine you installed a printing press that prints blank pages.

Social media has no barrier to entry, and it shows, too often.  A company wouldn’t launch an ad campaign without a message, but companies regularly launch social media channels without enough content, with almost no knowledge of who takes responsibility for creating it, or even an understanding of what the content should be.

Then people start talking back, creating their own content.  Commenters need moderating, friend lists get bigger, Youtube views start piling up, and a conversation begins – with the entire world.  A company entering this fray needs to know the who, what, where, when, and how, of its message, up front.

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