Creating a social media strategy that will deliver real business results is a daunting task. As of recent, many companies, schools, organizations, and various other initiatives have hopped on the social media bandwagon. As of 2013, 77% of Fortune 500 companies are active on social media. Social not only delivers value to the end user but, with the advent of social media analytics, marketers can now tailor and scale campaigns to a degree that is unprecedented. Simply put—everyone is going social. To better understand how to “go social,” I have constructed a simple, easy-to-follow guide.
Clearly define the goals that you have in mind
Do you hope to become more likeable? More transparent? A voice of expertise? Establishing these goals early will allow your plan to reach fruition much more rapidly. These high-level guidelines will ultimately guide and define your future social activity. What will be your voice on each network? Use each network to deliver a unique message that targets the audience and satisfies the imperatives established for the network.
Whatever good things we build end up building us. – Jim Rohn
The building phase of your strategy will be the least rewarding of the process. However, building a solid foundation will nurture future successes. Choosing the correct networks for your industry can be challenging but ultimately, this step boils down to time. Depending on time constraints, a single, part-time person can easily manage a healthy presence on up to three additional social networks… a staffer with a large percentage of his/her time dedicated to social media can successfully manage around 7-8. And always remember —be consistent. Design your social platforms to have a similar appearance. This will allow users to easily locate and associate with your various networks. Create a social media policy, learn how here: http://ow.ly/qZTal
Getting users to engage social posts can be frustrating. At one point, while implementing a strategy for a local company, I found myself posting with very little to no engagement. Use this as a guiding indicator of the type of material you need to be posting. Building a network of socially active employees can help this and allow you to create conversation around posts. Requiring employees to blog once a week will help this cause!
Stop. Look. Learn.
Periodically analyzing social activity will help perfect your strategy. Remember—there is NO clearly defined method to becoming successful on social. The build-measure-learn feedback loop, as preached by Lean methodology, will help fine-tune YOUR strategy. Now with a cycle under your belt, start building again. Who is your industry leader? Follow them and learn by what they do!