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Rules of engagement: Start with plan for social media outreach

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By Kristelle Siarza

 New Mexico residents turn increasingly to digital resources when seeking out all types of information. According to the most recent (2013) annual Garrity Perception Survey, New Mexicans use television as a news and information source 58 percent of the time, newspaper 39 percent of the time and Internet news sites 29 percent of the time. Those sources are followed by radio (28 percent), Internet blogs (17 percent) and social networking sites (17 percent).
When Internet news sources, blogs and social media are combined, New Mexico residents turn to digital sources 63 percent of the time, surpassing television. Having an active presence in digital media gives an organization relevance.
A business’s digital outreach can be as simple as a basic retail website, or it can cover multiple bases with a Facebook page, Twitter account, interactive blog and email marketing. Deciding how far to go with social media technology depends on the business type, available resources and how digital outreach fits into the company’s strategic plan and vision.


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