Breaking down social media strategy
1. Outline goals for your organization
No two businesses are alike. Companies have varying values, budgets, messaging and culture. What do you want to achieve through social media and how does that look for your organization?
2. Complete social media audit
We typically believe that an "audit" can only be connected to finances. However, an audit can be any type of business source review in order to discover errors or uncover more fruitful methods to achieve your company goals. Whether there are existing social media accounts connected to your business or you're creating magic for the very first time, it's good to know what digital resources are already available or needed.
3. Analyze which social platforms closely align with your mission
The key theme of YouTube is video. Facebook is a great tool for paid media and Instagram focuses the majority of its stock on photography and visual aspects. Twitter has been repurposed as a news powerhouse that disseminates content to millions at the speed of light. Which of these fills your particular business needs? Focusing on one platform simply because it's popular at the time could be detrimental to growth if it doesn't satisfy your business needs.
4. Monitor competitors
The idea of a competitor review is not dedicated to copying or imitating how another business is maneuvering digitally. This review is to discover any pitfalls that organizations may have fallen victim to in order to avoid the same missteps. For example, a representative from national television network, BET, decided that it would be humorous to poke fun at rapper Nicki Minaj in relation to an award that fellow rapper Cardi B won at the Grammy's. The offensive tweet prompted Minaj and her label to back out of an upcoming BET performance and their lack of participation undoubtedly will cost the network money for years to come. In short, don't be BET.
5. Create social media editorial calendar
By mapping out what content should be placed on which platform each day at least one month in advance, current business hours can be utilized to focus on reactive measures that may be necessary to respond to threats or product issues from customers in social media.
There may be unplanned content that comes in throughout the month, but it can be supplemented on a necessary basis.
6. Choose quality listening and content engagement software to measure results; engage customers
This is crucial if your goal for social media is to boost engagement, sales and establish a good business reputation in social media.
Regions Bank grabbed the reigns of its brand on social media from would be impostors after it was discovered that an individual was impersonating the bank in a negative manner. From that point, a department was created geared toward social media inquiries and Salesforce listening software - Radian 6 - was acquired. When setting up listening software, make sure to choose good keywords directly related to your business, industry and products in order to pull the most applicable conversations regarding your brand from social media. Much of the software dedicated to this is costly, but there is a free listening software called Hootsuite you can try.
7. Edit social media plan based on analytical findings
Result and return on investment - these are aspects that drive advertising dollars, business continuity and the vitality of your company. Make sure that you are constantly reviewing new updates or changes in social media stay in line with developing trends.
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