It might seem daunting to write a Social Media strategy, but it really doesn’t have to be. We’ve compiled six key steps to getting your strategy going and working effectively for you.
Why do we need Social Media strategies?
They’re a great tool to help line up your activity with the company goals and to support the overarching Marketing plan. It also means that all colleagues are following the same plan and can use this to guide their thinking if they’re going to be managing your Social Media accounts. Nowadays, customers and consumers are so influenced by Social Media that it’s key to make sure your efforts are focussed and consistent. Having an overarching plan to manage this is key to its success.
Step 1 – Goal and objectives
If you’re going to have a presence on Social Media and spend a lot of time and effort there, you need to make sure you know what you’re hoping to achieve so you can work towards it. We wouldn’t recommend setting more than 3 or 4 objectives for your strategy so that you can really focus on what you’re trying to achieve.
Some broad ideas for objectives include:
- Increase brand awareness
- Build a community around the brand
- Effectively deal with queries/complaints
- Improve ROI
- Drive traffic to your website
You’ll need to make these SMART objectives, so you’re set up for success. Setting these parameters will mean you can effectively manage and measure your efforts and adjust accordingly.
Step 2 – Target Audience
We’re always talking about defining your target audience because it’s important. Define who it is your going to talk to through your social channels, this will help you to in turn define the type of content and media you produce.
Have a think through who those people are? What do they want from you on Social Media? and how they like to digest content?
Step 3 – Audit
Now that your objectives and who you want to talk to, it’s time to take a look at where you currently are. How is your Social Media currently performing? How do you compare to your competitors? What content have you seen across Social Media that you thought was new or refreshing? Could that work for your business? Which of your posts get the best traction? Is there a specific day or time that is important to your product or customers?
Identifying where you are will help you to build a plan of action to achieve those objectives. Taking inspiration from others that do it well is completely acceptable, be inspired, don’t copy.
Step 4 – Platforms
Nowadays, there are so many different Social Media platforms available to use, but not all of them are going to be right for your business and your customer. You want to make sure that the time and effort you put into them is worth it.
Also, don’t try and do too much, remember you’ve got to manage all these accounts and each platform works in a slightly different way and needs different content – don’t bite off more than you can chew.
We’ll get an article out about which Social Media channels you should use to learn more.
Step 5 – Content & Planning
Creating and using a content plan is a must to get the most out of Social Media. Try and look at the month ahead and write content for that month so that it’s ready to go and is well thought through. There’s always going to be times when you need to be reactive on Social Media and in the moment, but in order to properly achieve those goals that you’ve set, you’ll want to plan ahead. Think about the types of content you want to put out there, whether it’s amazing photography, product information, helpful insights or links to articles. Getting these in production ahead of time will make your life easier!
Step 6 – Test and Measure
This step is hugely important if you really want to hit those goals, and here at Sweat Space we’re a bit nerdy for all things reporting. Depending on how frequently you post on Social Media, you may want to measure your activity on a weekly, fortnightly or monthly basis – it’s up to you. We’d say that anything longer than that isn’t going to give you much time to implement any changes from your findings and that’s what it’s all about! What should you be doing more of ? less of? and are you attracting the right customers to your brand?
Some top stats you’ll want to measure to get you started are:
- Number of followers
- Number of posts in that time period
- How many engagements you’ve had (likes, share, comments, retweets etc.)
- Engagement rate
- Top performing content
- Audience stats (location, age, gender, interests)
Social Media, watch out!