On March 21, 2006, Twitter CEO Jack Dorsey posted the first tweet in history, marking the start of the company. As a tribute, this note explains how to approach a social media strategy.
It is estimated that there are currently more than 3.2 billion social media users, almost half of the world’s population. This percentage continues to grow thanks to the availability of access to mobile devices. Users spend an average of 2 hours and 22 minutes per day sharing articles on social networks, exchanging messages, browsing pages, etc.
With a countless amount of content being created every minute. How do you stand out from the crowd? How do you engage and drive traffic to your Page? How do you convert visits into interactions, subscriptions, and sales? This is where a solid and effective management strategy comes in. Managing social networks is a major handicap and a major challenge. It’s not just about posting opinion pieces, videos or photos and getting some presence by doing these activities.
The most appropriate management requires specific techniques to create content, schedule posts, and analyze social engagement. Providing the right information to the right audience at the right time is the key to business success. Ready to start?
Perform an audit in RRSS
Map your current performance by performing a full audit. Think of it as research to find out what really works and what doesn’t. This gives you a clear picture of where you stand on social media today. After you graduate, determine what matters most to your brand. Find important information based on the data obtained. Check your qualities, your strengths and the solutions that help you attract prospects. During your past research, ask yourself: What delivers the most value to your business? If you have a clear answer, you know where to start.
Determine your most important goals
These must be specific, measurable, acceptable, relevant and temporary. It is part of the SMART goal system that will guide your social media activities and deliver actionable results. For example, you can start increasing brand awareness, generating new leads, increasing conversion rate, etc.
Do market research
Creating an effective and personalized social media strategy starts with understanding where your brand fits in the digital environment. Start by looking at your top competitors and breaking down the type of content they create on each platform. Then divide that content into topics and also think about how your team can improve it. Formulate a strategy that differentiates your brand. Once you have an idea where you stand, it’s time to decide how to make the most impact.
Define your audience
On social media, the audience is everything. If you don’t target the right people, your content will lose value, engagement will decline, and all your hard work will go unnoticed. That’s why it’s very important to have a specific audience to target for every campaign you create. Thoughtful social media targeting allows you to strengthen and expand your customer base and even increase your sales through advertising. Now that you’ve defined your audience and set your goals, it’s time to dig into the data and figure out how you’re going to track the return on investment (ROI) of your efforts.
Determine your KPIs
A fully developed social media strategy should include KPIs and specific metrics for each goal or initiative created. Without this information, it is impossible to track your success. Additional online research is also encouraged and documentation is always essential with every step we take. The main goal is to increase the audience and keep them engaged with your brand. Set benchmarks with these steps:
Use analytics to determine your stats by day, post, and follower.
Determine which information is relevant to your social media strategy, such as: number of likes, shares, comments and clicks.
And so forth.
Choose the right platforms
Define the social platforms you will use. Are you going to target Facebook, Twitter, Instagram, LinkedIn, Snapchat, TikTok? Ask yourself where your audience is and what platforms they use. A strong multi-channel presence is a big asset, but there’s no point in creating a profile on a network that your audience doesn’t use, or creating an account and leaving it inactive. Remember that each medium has a different purpose, style, and audience, and make sure it’s right for your business.
Create Unique Content
Now is the time to create the content needed to execute your strategy: blogs, images, videos, images, etc. Make sure it’s worth your while, of good quality and suitable for any platform. Not only are there different content formats for each platform, there may also be differences in the tone, wording and character of the posts. Think about your overall strategy: what kind of blogs are you going to write? Are you going to integrate user-generated content? How will you reuse sustainable content for multiple purposes? Also plan the time you will spend on each section, on numerous occasions and throughout the year.
Create an editorial calendar
With a social media dashboard you describe your content from start to finish of your campaign. The editorial calendar is the backbone in crafting the best social media strategy. This will help you to optimize the time invested. Scheduling social media posts eliminates the need to constantly search for hot and topical topics and allows you to focus on higher priorities, such as building engagement. You’ll also create a more noticeable consistency in your voice, brand, and style than other posts posted in an unresponsive or impromptu way.
Implement your strategy
You are now ready to put the strategy into practice on your social networks! This is where you will achieve your previous plan by following your marketing schedule: posting content, launching ads, promoting posts, and completing all planned activities. In this step, you can look for social programming tools that help you in the implementation process, such as Hootsuite, TweetDeck, etc.
Engage your audience
Social media not only allows you to share posts and content, but it is also important to encourage participation. Research has shown that the level of engagement or engagement generated by a post determines its reach. Conduct surveys, ask what information users need based on your products or services, etc.
Your audience also expects you to interact and respond to them on social media. By engaging with your audience, you increase brand loyalty and exposure, discover their interests, and generate new ways to improve their experience. With this connection, you can build relationships, empathy, loyalty, and most importantly, deliver the ideal product your brand follower needs.
Continuous measurement and monitoring
When implementing your strategy, it is very important to continuously measure and monitor the results to determine the most effective content and approach. Instead of posting content and never checking it again, check what worked and what didn’t, and update the information accordingly. Especially when offering advertisements on social media, it is important to monitor results, costs, etc. If something isn’t working properly, stop it, take action and change it.
Analysis and Optimization
In this last step, it is important to take stock of your activity at different stages throughout the year, and in all the social channels you are present on. Check your results, research your social KPIs, your derived website visits and sales data for a complete 360-degree analysis. With this data, you can customize and optimize your campaign and achieve exponential profits.
As we mentioned, to increase the chances of your social media marketing campaign, make a solid plan before you start. You have to set realistic goals. Later, you need to identify your target audience, create an editorial calendar, and use the right tools to run your campaign and track your campaign’s performance at all times. By following these steps, you will be on your way to building a successful campaign.