Although a lot of companies embrace Social Media as part of their marketing plan, there are a fair few of those who are confused or overwhelmed with Social Media and how to use it. Reactions vary from “ I already have a lot of customers who are regulars, I don’t need social media to bring me more” or “I don’t know how to use social media, so I don’t do anything” to “ I don’t think social media can do anything for my job” and the plain and simple” I don’t have time for social media”
Sound a little familiar? That’s all right; you’re not alone. It’s really about understanding how social media works and what it can do for your business. With social media, you can enhance your relationships, build new ones, expand your brand and even understand what your brand needs to improve upon. Today, people the world over look to search engines to find companies, read reviews, check on competitors, look up business partners etc. So if you’re not available to them on social media and the web, they might miss out on what you have to offer.
Once you have established the need for using social media in your business, the next bit is to have a social media strategy in place. If you’re a company already using social media but have the issues of not being engaging enough, you may not achieve the goals you’ve written out for yourself.
Here are 10 easy steps to crafting out a strategy for your company and how to start a campaign.
STEP 1: OBJECTIVE SETTING
What are your objectives for your company? Establish a clear, focused vision. It could be to grow your brand, attract new customers, or just to engage with your customers and fans.
Next is to make it measurable. So let’s say you want 50 new customers or leads in the next two months. It is more measurable and clearer than saying that you want 50 new leads.
STEP 2: SITUATION ANALYSIS
Who is your audience? Who are the people you want to engage with on social media?
In order to do that, consider asking yourself these questions;
- Where does my target audience engage? Is it Facebook? Twitter? Blogs? Or forums?
- Do they just read and leave or do they share, and actively participate?
- What do I know about them? Their demographics, psycho-graphics, their interests?
STEP 3: TOP PRIORITIES AND IMMEDIATE GOALS
What are the immediate goals that your company has? What do you want your business to be known for?
What do your customers like about your brand? What do they feel you lack?
Are you having any other marketing or promotional events lined up in the near future?
If so, just link them with social media to promote it even more.
The answers to these questions will give you content for your brand.
STEP 4: RESOURCE ALLOCATION FOR YOUR GOAL
Write down what resources you need to achieve your goal. They could be the following too
– Internal resources and skills needed
– External agencies you may partner with
– Responsibilities and structures
– Processes where possible
– Social media policy or guidelines
STEP 5: CONTENT PLAN
Answering questions to steps 2 and 3 will give you the basic content needed to get you started. With Digital, remember that the’ Devil is in the details’. So start slowly, create content for a week, then a month and work your way up. Remember to post content that is engaging and informative.
STEP 6: PUBLISH AND PROMOTE ON THE SOCIAL NETWORKS WHERE YOUR AUDIENCE IS
– Create a presence on all the major social media platforms
– Ensure that the company name is the same across all the main profiles
STEP 7: LISTEN AND COMPARE
Although it is relatively simple, it is most often ignored. When you ‘Listen’ you’ll know what your customers are saying about you and what your competitors are doing. It’s great to know where and how you should be active on social media.
STEP 8: REMAIN HUMAN AND APPROACHABLE
How will you post content, engage with your audience, promote you brand while still being human and approachable?
‘ Social Media is about people, not logos’
STEP 9: MEASURE AND MONITOR YOUR RESULTS
Set up everything you need to measure results. These metrics will be based on the business objectives you have defined.
What is your social media call to action? How do you make your audience respond to your social media activities?
STEP 10: MODIFY AND REPEAT
But, don’t forget these!
– Be consistent with content
– Be original
– Be focused
– Have a website link
– Use e-mails
– Maintain a personal blog- it makes the company more human and tangible
Lastly, make your employees your advocates. Including them in the social media brand building will not only build brand loyalty among them but also foster greater employee advocates.
Follow these simple steps and see how social media starts working for you!
(Images via- Dreamstime)