Social media management requires a strategy to get results.
This effective strategy defines a marketing plan that achieves results by:
- reinforcing the notoriety of your company,
- growing your social media audience and ultimately
- generating turnover.
- Without a strategy, it is difficult to achieve your business goals. And without a goal, it is difficult to generate turnover.
In this blog post, we are developing an eight-step plan for creating an effective social media strategy.
Perform a social media audit
If you want to develop or improve your social media management strategy, the first and best option is to audit your presence on social media.
This audit assesses your profiles on social media management networks and analyzes your activities. It highlights the points to be optimized.
Consider the following during the social media audit:
What networks are used by your target audience?
What type of content do you publish and how often?
Which networks are currently bringing you the most value?
How is your social media doing compared to your competitors?
Finally, what are your strengths (good consistency between your targets and your community) and your weaknesses (little commitment to content)?
Once you have answered all of these questions, you have assembled all the elements to identify the performing social networks in your business that are performing poorly. These observations also determine the potential for improvement for each social channel. They define the main axes of your social media strategy; the one that gets better results.
Define your social media management goals
To create this effective social media strategy, translate the business objectives of your company into measurable social network objectives. Without these objectives, it is impossible to measure the success rate of the strategy.
Social media marketing helps achieve several business goals, such as:
- Increase in website traffic
- Generate new leads
- Increase brand awareness
- Create / strengthen brand identity
- Strengthen customer engagement
- Set relevant and measurable goals
Often, companies set unattainable goals that do not work. A relevant objective is specific, measurable, achievable and realistic. By defining relevant objectives, your social media strategy will have a quantifiable impact on your business.
By analyzing the competition you identify the content strategy of companies that offer similar services. Observe their approach to your audiences. Do not duplicate their actions. Adopt techniques that are successful with your common targets.
This competitive analysis will not only allow you to identify the strengths of your competitors but also their weaknesses. Integrate this information into your social media strategy. They will be critical to the effectiveness of your strategy.
One of the most important steps in social media marketing is choosing the social channels to use. As we discussed above, before choosing your social media channels, you need to ask yourself two very important questions: "Where are my clients?" "And" Where are my competitors? "
But these are not the only parameters for choosing the relevant social networks. Other factors, such as the staff resources you have at your disposal, the time you have to manage social media and the type of business you run can also affect your choice of network. For example, if your company is active in B2B, create a presence on LinkedIn and target your content to an audience of professionals. If your business is active B2C, create a Facebook page instead.
Once you have chosen social networks well, declare your strategy with a clear goal for each social channel.
For example, Sephora, one of the biggest cosmetic brands in the world, uses Snap chat and Instagram to promote their products and particularly influence the younger audience. On the other hand, it uses Twitter to resolve customer service issues.
Once you have chosen your social channels, create / improve your profiles to align them with your strategic plan.
The regularity and quality of your content is the key to the success of your social media management strategy!
A social media editorial calendar contains specific dates (and times) of publication for each type of content. Each publication has a goal to achieve.
Benefits of the editorial calendar:
- guides all your activities on social networks
- helps you to publish regularly, share photos, videos
- increases audience engagement
- allows to discover new social users
- organize the themes as well as its variations
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