8 STEPS TO BUILD A GOOD SOCIAL MEDIA STRATEGY
by Gaurav Gupta
May 19, 2017
1. Build an ark:
In a company, social media strategy should not be in the hands of a person. The main thing is to form a multi-functional team that helps to create and implement it. In this way, new ideas will emerge in favor of successful execution.
2. Listen and compare:
This step is essential to obtain from customers and competitors a guide on where and how to be active in social networks. For example, through this route you will know what is said about your brand, who or what they say and where they do it.
3: Define an objective:
As we have heard on repeated occasions, the one that covers a lot, does not squeeze. If you try to get everything on social networks, you will not get good results; And although you can effectively achieve several goals, ideally focus on a lower amount, at least initially. Think about what you want, increase sales? Make you known ?, increase customer loyalty? Start with an alternative.
4. Select the correct metrics:
How will you determine if you are really making a difference with your business? What metrics will you use to evaluate the effectiveness of your social media strategy? Will you measure ROI ? This step indicates that your goal determines what is measured and how it is done. Here you must measure the behavior and not just the data. For example, a weak metric is the number of fans you have on Facebook, and a strong, is the participation rate they have in your account of that social network.
5. Analyze the audience:
Who are you going to interact with in social networks? What are the demographic and psychographic characteristics of your current or potential clients? How do these factors influence what you can and should deal with in social networks? Having an X-ray of your target will allow you to assign appropriate tasks and deliver the content that corresponds.
6. Establish your difference:
No matter who you are, or what you sell, the features and benefits of your brand are not enough to create a worthy engagement. Think that if your company and your competitions have the same special offer, you will stop winning in novelty. You must ask yourself how your product is going to appeal to the public’s heart, rather than the head. For example, Jobs’s Apple was not about technology, but about innovation.
7. Act as a human being:
Social networks are about people, not about logos. At least to some extent, your brand has to act as a person, not as an entity. The humanization of your strategy will create greater affinity with your customers.
8. Create a channel plan:
You must have a specific reason to participate in each channel, not because one network is better known than another, you have to be in it. For example, if a large part of your target does not like to read, it may be more efficient to include an Instagram, Pinterest, or YouTube account instead of putting all your tokens into large paragraphs of Facebook.