To minimize wasted efforts, time, and data, it’s essential to spend time in developing a unified and comprehensive social media marketing strategy that complement existing marketing objective of the company.
Overview of Social Media Strategy Component and Best Practices
- Social Media Audits
- Online Brand Persona Voice
- Once these three are addressed you can start considering strategy components
- Roles and Responsibilities are clear within the team and everyone is aware of what they are supposed to be doing and how? A social media policy should be in place to avoid inappropriate use of social media platform.
- Measurement of success of the social media strategy.
Let’s Discuss each of these in some detail
Social Media Audit: It enables you to analyze what’s working and what’s not in your existing social media efforts.Log all of your social media properties, follower counts, engagement rates and activity per week. Sync with your marketing department to know about your customer age, gender, buying habits and interest.If this information is not available with them then you can consider collecting it through a customer survey also.
Now the second step is competitive analysis. How does your competitor using social media? What seems to be working for them? Do you share the same audience? Gather Insight into your competitors engaging content.
Now the last component of the audit is knowing what value your company is adding to your customer through social media now? vs the value you want to add.
An honest and thorough review will provide you with critical insight on how to build the best social media marketing strategy.
Setting Strategic Goals: Objectives, KPIs and Key Messages
In order to create the social media strategy that make the best use of resources, It must be guided by goals that contribute directly to larger business objectives.
Each goal you set for social media platforms should be SMART i.e. specific, measurable, attainable, reliable and time bound.
Key Message is what you want the public to know about your business.
Specifying Brand Persona and Voice: As your brand social media awareness increases its necessary to maintain consistency in your communication with a document that defines your brand voice.Make sure that your messaging remain on the brand at regular intervals.
Once you settle on your social media objectives, it’s time to decide which strategies you can use to attain your goals
Strategies and tools to consider: Strategies can be grouped into three categories namely PAID, OWNED, EARNED.
Paid: Social Ad Strategies and Promoted tweets come under this category
Owned: Brand properties you own and control and can use strategically to leverage benefits like Website, Blog, Facebook, Twitter account etc.Content Strategy also falls under this umbrella, writing useful content and promoting it on various social media platform in order to help increase brand awareness. Another owned strategy to consider is Employee Advocacy, Empower your employees to amplify your brand online and become active participants in conversations about your products and services.
Earned: These are the most credible as they refer to exposure your brand earned through public acceptance and a strong emotional connection with your business. This includes word of mouth recommendations from previous customers, Positive conversations regarding your products and services, Endorsement by influencers and Media coverages.
Tools to support workflow can be considered (e.g., Hootsuite for listening, engaging & measuring your interactions, Kapost for curating content that may interest your audience or Vimeo for sharing videos).
Factoring in Timing and Key Dates: Identifying and defining key dates & timing is essential when planning social media activity ensuring that you have sufficient time planning for season or holidays that matters the most. Define the period of time you will be developing content, The dates when you will be releasing it and overall duration of the campaign.
Other timing factors to be considered are Reporting Intervals in order to measure the success of a company you need to evaluate its effectiveness over time. You can check progress monthly, quarterly & Semi-annually.
Lastly, look for any internal event that may demand social media amplification like company’s volunteer event or award ceremonies and follow same steps to ensure you can provide adequate support.
Putting Together a Content Game Plan: Content marketing is Important to develop a close relationship with its audience, Establish an authority in industry niche and contribute to overarching business objectives.
How to set up the roles and responsibilities on your teams:
- Who has access to companies branded social media channel should be reviewed?
- Who will fulfill the responsibilities of key roles should be clearly determined.
A plan should be in place for the time of high volume social media activity.
Creating Social Media Policy And Guidelines for the Company: A Policy should be developed to outline the appropriate and inappropriate use of social media channels of the company by its employees.
Creating Critical Response Plan: A negative event or customer experience can quickly escalate into the public-facing issue so it is necessary to have a plan in place to deal with such critical situation. A critical response plan has four parts
- A social listening protocol to catch negative sentiments as it arises
- A list of designated decision makers who are authorized to act in such situations
- A step by step action plan for dealing with a particular Scenario
- And Pre-approved messaging
Evaluating Success of Social Media Strategy:
Applying Quantitative and Qualitative Measurement to Your Social Media Strategies
By measuring your results against your objectives at regular intervals, you can identify what strategies and tactics work well, those that don’t, and adjust course as necessary.
The two types of measurement to consider for your KPIs are Quantitative and Qualitative.
Applying Quantitative and Qualitative Measurement to Your Social Media Strategies:
- Once you’ve gathered the data on your key performance indicators, adjust course by either optimizing your strategy or pursuing a different direction.
- You can think of this process in three parts – gathering the data, analyzing it, and taking action based on the insights the data provides.