The most common mistake: jumping into advertising and social media before laying the foundations. The result — lots of effort, little coherence, and spending that's hard to assess.
Start with positioning
First, get three things clear: what you offer, to whom, and why you rather than someone else. Without that clarity, every campaign starts from scratch.
The brand platform, the foundation of everything
Mission, vision, values, voice: a brand platform gives a coherent foundation to everything you say. It's what lets an SME speak with one voice, whatever the channel or the person.
Prioritize rather than do everything
An SME doesn't have to be everywhere. A few high-impact actions, well executed and measured, beat a scattered presence. Then you adjust, based on clear indicators.