I believe this concept is one that is typically missing in most Social Media and Web Strategies, so below I have outlined critical strategic steps towards reaching this state:
- How do you want to be seen and found? An absolutely required step is to outline your overall strategy. At its simplest, just answer the question. Obviously you want to be found based on your company name, but to truly build synergy, you need to define a cross-platform strategy. What are your key words and phrases? Does everyone working within your social media accounts know them? Are they published? When this was established within our organization, we had remarkable lead numbers and overall quality of traffic to our site.
- How are you linked? SEO basics demand using proper keywords/phrases within links back to home base. Are proper linking techniques being used across all social media platforms? Are all marketing folks on board? This is simple to verify, just do a broad based search across twitter, Facebook or any other platform and see how you are linked. Note: With true synergy, users will use links to traverse your web presence and gain information about you.
- Can users leap frog to other Social Media platforms from any established web presence? Creating a synergistic presence on the web requires cross linking from all Social Media platforms. Ensure that your BLOG, website, twitter landing page, Facebook page, etc. all link to each other. This creates an "engagement ring" that interlocks all your web-based platforms, with a mesh of paths anyone can take.
- Time, patience and content. The path to true synergy requires time and patience, but most importantly content. If you truly build a Synergy Strategy, you will engage users, and provide them paths through the web to find more and more information about you.