How to Create your Social Media Strategy
1. Define your goals
Every Social Media Strategy must have a goal. In creating a Social Media Strategy, or marketing plan, you must first define your goal(s) and then identify the strategies and tactics you will be using to achieve your desired results. In one sentence I would summarize as follows: “Your goal is where you want to be and your strategy is how you’re going to get there.”
Social Media Strategy Planning
Social Media Strategy Planning:
Do not forget that your goals must be specific, realistic, measurable and be for a specific period of time. The most common objectives of Social Media Strategies include:
Increasing your online community in one or more social networks
Increasing your online reputation, ie to present your brand on social networks
Improving the satisfaction of your followers
Gauging loyalty of your followers
Building engagement with followers
Promoting your company and its products or services
Selling your products or services on the Internet
While working to develop your brand on numerous social networks you are going to discover new targets and goals arise as a result of the positive outcome and completion of your previous strategies and actions.
It is very important to analyze the current situation of your brand on social media platforms before taking a new marketing step, especially before creating and implementing a new strategy. The listening task is time-consuming, but it certainly provides a number of advantages for the brand, including:
Knowing what are the strengths and weaknesses of the brand
Knowing more fans/followers, analyzing their behavior, their interests, needs, etc …
Knowing what type of content is most effective
To know the opinion of the followers of the brand
Here are some things to consider when using your social media accounts:
Brand – With the brand name written correctly and incorrect search:
What we are talking about the brand?
Where are people talking about your brand?
What they say about the brand? Is it positive or negative?
How do you say it? Who are they telling?
Products and Services – creating a list of “keywords” to find your products and services in social networks that are discussed.
Competition – with a new list of “keywords” with the names of the competitors and the keywords of your products and services is an exhaustive search to see what kind of strategy is using the brand competition. Forget not to try to copy, it’s about learning from the good and the bad that they do better forever.
Environment – Do not just hear about your products and services also seeks is happening in the environment of your brand defining “keywords”.
Audience – listening to your audience can help better understand their behavior, interests and needs they have. No doubt this will help to better communicate your message and help your strategy.
3. Define your Target
In the previous step the brand is “active listening”, and by now you already know a little better the target(s) you want to reach and how you can generate brand engagement with fans and visitors. Not only do you have to define the targets for your brand/Social Media Campaign, you also have to define all methods/aspects involved in the process of your strategy, for example;
If you are going to launch a press release as part of your content strategy remember audiences are not your fans. Reporters and editors of the media will be seeing your Press Release, write it accordingly.
4. Define your Strategy and Message
What will be the strategy used to accomplish your goal?
You have reached the middle, you know your goal(s), and you’ve heard your target, the next step is in defining your goal is “loyalty of your followers”, your strategy may be to run a promotion on Facebook for fans of your brand.
It is therefore necessary to define a message (what brand image is to be transmitted in social networks to achieve the objective of the strategy). Be creative when creating a good message, the more creative and striking the message the better the results will be.
Following the above example the message could be: “celebrate our anniversary giving away 10 super prizes.”
5. Outputs the Content of your Strategy
Strategy and message ready, now we need to define and generate content to support strategy. The content must be primarily steady and impressive. I share some of the most frequently used content on social networks:
Contests and Sweepstakes
Series of posts on blog
News of Interest
6. Defines Channels
Depending on the type of content you wish to communicate to followers using different channels. Still I recommend defining the main channels will you use to launch strategy.
Social Networks: Facebook, Twitter, LinkedIn, Myspace, Pinterest, Instagram, Foursquare, Spotify and more.
Blogs, your own blogs and other
7. Plan Content
Usually a strategy involves publishing different types of content in different social networks. The first would be to define the type of content that will be used and the second would be to prepare an editorial calendar that has the priority, the frequency and content of each publication.
Such planning also serves to divide the tasks with the entire team of social networks. Assign content creation and management of each party while one person serves as supervisor and controls everything go as planned meeting.
8. Calculate the Budget
Depending on the type of strategy you are going to use the cost varies. Calculating the budget is not just another step in the process of creating social media strategies, and afterwards it is important to measure the results against the investment. Remember that content generation done internally can be much cheaper, but can be time-consuming whereas out-sourcing is a great way of getting jobs done fast but can cost more.
Considerations for your budget may include:
Production of Content (images, videos, infographics, etc …)
Posts to Blog
Tools and Platforms (there are many free but as many payment)
Monitoring (monitoring of the strategy)
Shares bloggers and influencers (if part of the strategy)
Composing and Sending Press Releases (if part of the strategy)
9. Implement your Strategy
At this point you just have to launch your strategy and monitor it from beginning to end.
10. Measures results
In order to measure the ROI of your strategy is necessary to previously define a metric, for example:
Increased Online Community – # of new followers in social networks
Sell your Products – # of sales made in response to your strategy
Community Loyalty – # of users who have participated, if a contest or sweepstakes would be the number of participants, if a promotion the number of people who have used.
Improve Engagement – # of shares of engagement of supporters with the brand: comments, “likes”, RT’s, replies, mentions, etc …
Getting “Leads” – # of new leads achieved through the strategy employed
Improve customer satisfaction – increase positive feeling of service to the fans and general brand
I always recommend that performance measurement is made every day to go see that effectiveness is having the strategy employed in many cases can change the course of action to get better results. All information collected from results presented in a report to the client that contains findings and best practices for future strategies.