If you’re taking the time to read this post, you no doubt already appreciate the importance of social media to your organization. Here’s a quick look at the top eight things to work on as you develop your social media strategy.
1. Define your goals.
As in traditional marketing, your goals should be SMART: Keep them Specific, Measurable, Attainable, Realistic and Timely. You’ll also want to decide who will own your social media within your organization. Give this step the time and attention it deserves, because it drives all the subsequent steps.
2. Commit the resources.
Social media is a long term commitment and requires dedicated resources. You need buy in from all the relevant stakeholders in your organization, as well as the manpower to maintain the effort. Consider a combination of both internal and external resources. If you want to take social media seriously, you need to pony up.
3. Do your research.
Where is your potential online audience spending its time? Facebook, Twitter, Google +, Pinterest, LinkedIn, YouTube? Where are the valuable online conversations taking place? Where are your competitors? Concentrate your efforts in the places that will have the best payoff.
4. Build your network and develop content.
Begin making connections by following conversations. Emily Soares Proctor provides some good pointers on social media content strategy in her article, 5 Steps to a Winning Social Media Plan. Then start thinking about the kinds of messages that will be appreciated by your audience. Decide on the “voice” you want to put out there.
5. Join the conversation.
Social media is the art of the soft sell. It’s about engaging prospects in a conversation, being real and helping solve problems. Perhaps your mother once reminded you that you have one mouth and two ears. Good social media is as much about listening as it is about speaking. Pay attention to what’s being said, and be part of it.
6. Incorporate visual media.
Here’s an impressive stat: 68% of video viewers share links. Social media that has a video component is far more likely to be shared. And sharing is what it’s all about. Compelling video, together with photography and interesting graphics, should be a big part of your messaging mix. People just love to look at pictures.
7. Measure the results.
Online media is nothing if not quantifiable. Use analytics to determine how well you’re achieving your goals. Use an online service like Google Analytics, Adobe Social or SocialSnap to find out how you’re doing.
8. Refine the plan.
Things change. Your social media plan will never be written in stone. Rather, it’s a work in progress. That’s not a bad thing. Plan to repeat these steps every few months and make adjustments as needed. Be nimble; don’t get set in your ways. Probably good advice for life in general, too.
A word of advice: Don’t be daunted by this list. If you need some help getting started, give us a call. We’ll be glad to assist.