Supreme Ways To Create A Winning Social Strategy!
business big or small is promoting on social media these days. But is promotion
enough without a well-thought strategy? Regardless of the size of your company,
if you’re in business, you need a social media strategy. With all the new tools
and technologies constantly emerging, it’s effortless to fall into the trap of
thinking about social media through a tactical prism instead of a strategic
one. The best social media strategic plans are tool-centric and set forth
objectives and metrics that supersede any particular social venue. Let’s
take a look at various ways to create a winning social strategy.
Step 1: Build Your Cross-Functional Team
The first step in the process is to build a cross-functional team to help conceive and operate the rest of the strategy. Decide who will be involved and in what field whether sales, customer service, marketing, content, etc.
Step 2: Set Your Objectives (What’s the Goal?)
Yes, you can use social media to help achieve several business objectives. But the most excellent social media strategies are those that focus on a narrower rationale for social. For what do you primarily want to use social? For spreading Awareness? For increasing sales?Or for buildingLoyalty and retention?
Step 3: Listen to Your Audience and Competitors
It’s an old social media strategy cliché by now, but “listening” is good advice that’s often get ignored. The reality is that your customers (and competitors) will give you the right guidance as to where and how you should be active on social media, and broaden your social listening beyond your brand name.
You are analyzing how and where your audience is undoubtedly holding digital conversations can save a world of trouble. You can also look for channels in which you can interact with audiences who are already talking about your brand.
Step 4: Identify Your Audience
Now that you know your audience decide with whom you will be interacting on social media. What are the demographic and psychographic characteristics of the current or prospective customers?Configuring audience personas and their online behavior, values, and challenges will help you determine not only how to talk to your audiences but also where to carry on these conversations. Audiences of specific demographics and behaviors are more easily activated on some channels than others.
Step 5: Select Success Metrics
How are you going to determine whether this is making a difference in your business? What key measures will you use to evaluate social media strategy effectiveness? How will you transcend (hopefully) likes and engagement?
Selecting KPIs (key performance metrics) sets organizational expectations about how the ROI of your social media efforts will be measured.
A social media strategy is an exercise plan, not a quick fix. Success will be seen, but only through patience and perseverance. Thoughtful KPIs and realistic quantifiable quarterly goals are necessary for maintaining leadership buy-in for the long haul.
Your organization’s success metrics are reflective of your expertise. For example, advanced organizations track customers through the funnel — from social media engagement to sale. Beginner organizations focus on reach, impressions, and various commitments.
The three social media metrics outlined in this ebook will help you begin optimizing the way your organization measures and analyzes your customers’ digital actions.
Step 6: What’s Your One Thing?
Good is no longer good enough: your brand and your content must be outstanding.
What differentiates you from your competition? In a world of clutter, your brand must have an outstanding characteristic that captivates and engages your audience.
It doesn’t matter who you are or what you sell. Your product features and benefits aren’t enough to create a passion-worthy stir. How will your organization appeal to the heart of your audience, rather than the head? Disney isn’t about movies; it’s about magic. Apple isn’t about technology; it’s about innovation. What are you about?
Step 7: Create a Channel Plan
Only after you know why you’re active in social at all, and how you’ll measure social media strategy success, should you turn your attention to the “how” of Facebook, Twitter, Instagram and the rest. Your channel plan should help you understand with which audience you want to engage, your content plan and editorial calendar, any necessary resources, and how you’ll measure the success of each specific platform. This channel plan should be distinct, in that you have a specific, justifiable reason for participating in each.
My last piece of advice: you must decide how you will be human.
The mechanics of social force companies to compete for attention with your customers’ friends and family members. Thus, your company has to (at least to some degree) act like a person, not an entity. How will you do that? When we’re working on social media strategy for major companies, the plan and the deliverable is quite a bit more comprehensive than what you see above, but it’s based on this scaffolding and thought process. I hope you’ll find it useful in your endeavors.