The common mistake many companies make when it comes to social media management is to hurry up and start a Facebook page or Twitter feed without proper planning. Possible outcomes range from wasted resources to poor performance. A social media strategy is essential if you want your investment to pay off.
Here is a checklist of key elements to incorporate into a social media management strategy.
Goals
Using key employees, determine the main goals of your social media presence. Is it to attract more customers? To promote the recognition of your brand? Improve customer service? Depending on your goals, decide how you will measure your success in social media management (eg number of visits, subscribers and comments, extent to which your content is exchanged, new potential customers, etc..) And set targets for yourself.
Public
Determine your target audience and how receptive they are to different social media platforms. Concentrate your efforts at the beginning on the platforms most likely to be used by your audience, and experiment at the same time.
Content strategy and key messages
Consider the kind of content that will appeal to your target audience. Aim for the balance between entertainment and information. Above all, avoid going overboard with self-promotion - a fatal mistake in social media.
How will you design your key messages? Use your knowledge and the data you have collected, organize a discussion group or seek the advice of a professional. But don't just rely on your intuition, which could be wrong.
Intervention
Your content should encourage your fans and subscribers to interact with your business and ultimately become or remain your customers. To do this, it will have to present the human side of your business and offer advantages to subscribers, such as information, advice or entertainment.
From time to time, you can go further and make direct calls to action by asking people to buy a new product, take advantage of a special offer, or subscribe to your newsletter.
Social media action plan
Now you are ready to create your action plan. Who does what? Tasks for your business include tracking social media traffic, creating content, and posting it to your sites and other social media sites. Assign adequate resources to employee training and consider hiring a social media manager. Be sure to communicate your social media management strategy to employees and gain buy-in from all staff and management.
Publication schedule
Regular updates are the lifeblood of social media. Without them, you will be unable to build the links you want with your subscribers. Establish a publication schedule specifying how often each platform will be updated and who will be responsible for it.
Take stock of your existing virtual resources. It is crucial to provide content that readers find useful in expanding your social media community. But you don't have to create completely new content. Indeed, you may already have a lot of them in your files to get started. Keep in mind, however, that existing content is not always enough. Successful businesses usually create new material that is suitable for each social media management platform.
Followed
Track your efforts to see if you are achieving your goals. Also, review and update your social media strategy regularly.
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