Social Media Strategy Context (Why and What) Set up the social media strategy by providing context on the business challenges and brand strategy already established. All rights reserved. Without a goal in mind, it will be difficult to channel your efforts to reach it. Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. From planning and creating content, to publishing posts and measuring results. If Instagram is for brand awareness, you might track the number of Instagram Story views. If you’re already using social media, take stock of your efforts so far. A social media strategy is a summary of everything you plan to do and hope to achieve on social media. “We will use Twitter for customer support and lower our average response rate to under two hours by the end of the quarter.”. THE ALL-IN-ONE SOCIAL MEDIA STRATEGY WORKBOOK 3 Assess your social media presence Before you create a social media marketing plan, it’s important to conduct a social media audit. For any strategy to be efficient, you need to monitor progress. A social media strategy plan can give your business more time and effort to plan, develop, implement, and assess social media activities. For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. Find out what you need to look for in an applicant tracking system. Pinterest is popular social media platform with a visual component that grabs millions of views. ©2019-2021 The Motley Fool. Rather than choosing your social channels on the basis of personal preference, you really need to put yourself in the shoes of your target audience. During the audit you may discover fake accounts using your business name or the names of your products. You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game. To start with, automate posting of your social media content. It’s also critical if you want to turn social media followers into customers for your business. The social media content calendar provides a dynamic view of the development of your communication over time. A social media strategy is typically presented as a text document or slide presentation. Make sure you fill out all profile fields, Include keywords people would use to search for your business, 50% of content will drive traffic back to your website, 20% of content will support lead-generation goals (newsletter sign ups, ebook downloads, etc. Or is it a visibility purpose, of exposing your brand to a certain target group? Make sure your calendar reflects the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals. The first step to creating a winning strategy is to establish your objectives and goals. What Tools Will I Need To Plan And Execute My Strategy? Or improve existing ones so they align with your strategy. The Motley Fool has a Disclosure Policy. On this primary social channel, you will fully optimize all your formats, you will build your reach, and you will learn to engage your audience. If you have existing social channels, you could also ask your followers what they want from you. Learn how to add emojis to your marketing campaigns to grow your business. You’ll see results, too. Who do you enjoy following on social media? You might want to focus on the networks where your audience is underserved, rather than trying to win fans away from a dominant player. A social media strategy is a summary of everything you plan to do and hope to achieve on social media. A strategy should define the main aim of your social media presence and set the parameters for what it will deliver and how it will be delivered. Example Social Media Goals 1. As the world of social media marketing grows, it is more important than ever to have a robust strategy to "woo" your audiences on a consistent basis and grow their trust as part of your social media strategy in 2021. Perhaps it’s an element of an inbound marketing approach, where you are aiming to maintain contact with prospects or generate leads. These secondary channels will have lesser priority in your strategy, but will benefit from the content and the planning you made for your primary channel. Every piece of your social media strategy serves the goals you set. Notice that each of these accounts has a consistent voice, tone, and style. Evaluate your current social media efforts using this free template. for major platforms like Facebook , Instagram, LinkedIn, Youtube, etc. Your social media content calendar lists the dates and times at which you will publish types of content on each channel. What are your target customers talking about online? This is the S.M.A.R.T. We have recommended that you make your objectives measurable. Or, you might spot a specific post or campaign that really hits the mark—or totally bombs. What can you learn about their wants and needs? Then there’s Shopify. The day-to-day work of social media cannot be done in a silo. The Ultimate Small Business Guide to Snapchat Ads, A Beginner’s Step-by-Step Guide for Selling on Pinterest, 5 Ways to Use Facebook Reactions to Grow Your Business, required for a social media marketing plan, 6 Digital Marketing Strategies You Can Use Today. It validates the feasibility of your strategy. You’ll be getting our best advice soon! And if you advertise on Facebook, cost-per-click (CPC) is a common success metric. If you don’t, you risk the danger that your competitors will, and as a result, they will gain market traction and exposure over you. Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order. Knowing who your audience is and what they want to see on social media is key. Social media moves fast. #1: Identify Business Goals. 2. SOCIAL MEDIA STRATEGY It’s time to finally develop your strategy. Then make sure to deliver on what they tell you. Most of these are typically things you will find in a social media strategy template. Choosing the best applicant tracking system is crucial to having a smooth recruitment process that saves you time and money. Get expert social media advice delivered straight to your inbox. Because social media isn’t as straightforward as it used to be. Setting up a workshop with representatives from sales, marketing, and client services is a great way to build meaningful personas. A social media strategy is an exercise plan, not a quick fix. Without goals, you have no way to measure success and return on investment (ROI). The first and most important step of creating a social media strategy is that of setting your goals. Learn how using our software-specific feature walk-throughs and how tos. Case studies can offer valuable insights that you can apply to your own social media plan. Not by a long shot. At a basic level it’s a simple statement of intent, outlining the goals and measurable objectives for using social media, and the target outcomes you want to achieve. Basic steps for social media marketing plan: Objective determination – objectives of the social media marketing plan are the goals that inform one’s strategy for what platforms to be on, some of the things that he or she should post and the kind of metrics to track and this is a determination of one’s investment returns. Throughout this post, we'll elaborate and expand upon what exactly this means. Consumers can also offer social media inspiration. Once this data starts coming in, use it to re-evaluate your strategy regularly. It includes both your day-to-day posting and content for social media campaigns. Looking to grow your skills? A post shared by National Geographic (@natgeo). Identify all the parts of the process that can be automated, and identify the tools that can be used to automate those parts of the process. You don't typically have an advertising budget, and there are no hard numbers on sales because you're selling an idea. It is a constant work in progress that changes when necessary. It's what motivated her to start Ukuleleria, and it's what kept any doubts away through all the ups and downs. While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social. Instead, focus on things like engagement, click-through, and conversion rates. You can schedule posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week. Social Media Strategy in 2021: 5 tips. A social media marketing plan is the use of social media platforms to connect with several audiences across the world. Get trustworthy advice to help your business grow. Don’t make it so lofty and broad that it’s unattainable or impossible to measure. Create a Social Media Committee . The content and strategies you have in other channels can help you build your social media communications strategy. Facebook's algorithm shows you relevant content based on your emoji reaction to posts. This review will help you understand what the software does and whether it’s right for you. On the basis of the objectives you set in Step 3, you will be able to identify the social media metrics you need to follow. For the past 25+ years, The Motley Fool has been serving individual investors who are looking to improve their investing results and make their financial lives easier. See how your choices perform when evaluated side-by-side. Sample Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by McNelley Media on behalf of [Company Name]. A content management system (CMS) software allows you to publish content, create a user-friendly web experience, and manage your audience lifecycle. my social media strategy: 1. 2. There was an error signing up. Odds are your competitors are already using social media, and that means you can learn from what they’re doing. In order to align and order them, you first need to clarify what it is you want social media to do for you. Are you actively communicating via other marketing channels? A social media strategy documents how a business or organization will plan, execute, and measure all social media marketing activities. It guides your actions and lets you know whether you’re succeeding or failing. And the choice of social media channels affects the metrics you can track and the automation you can perform. Goals and objectives guide your social media strategy to help you successfully connect with your customers. We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process. It’s that simple. When it comes to your target customer, you should know things like: Here’s a simple guide and template for creating audience/buyer personas. Gather audience research from both internal and external sources. We examine how well software options perform in the areas that matter most, including features, pricing, and support. In this post, we’ll walk you through an eight-step plan to create a winning social media marketing strategy of your own. We’ve also got step-by-step guides for each network to walk you through the process: Don’t let this list overwhelm you. Developing a social media strategy can be easy, following the steps we present to you below. Trying to decide between two popular software options? You will also receive an email with your download. Questioning where your Facebook ads might appear across its network of sites, including Messenger? Social Media Strategy Plan: A strategy is a plan to reach your destination from where you are today. We’re here to help you do just that, as you set up your social media strategy. How to use Social Media Strategy Template Social Media today, plays a … Personas are stereotype representations of key segments of your target audience, which you make tangible by giving them a name and providing a photo or a visual representation. For more on this, read our guide on establishing a compelling brand voice on social media. Find out why you should have one and how to get started. Fill them, customize them, and save yourself a ton of time. Without a strategy, you might be posting on social media platforms for the sake of posting. A social media strategy defines how your organization will use social media to achieve its communications aims and the supporting platform and tools it will use to achieve this. Social media strategy template And Glossier is a great example of superior customer service on Twitter. For the purpose of a social media strategy, there is no need to provide the individual posts in the calendar. You may want to get your Facebook, Twitter, and Instagram accounts verified to ensure your fans know they are dealing with the real you. We’ve created the Social Media Strategy Template as a working template and companion to that guide, so you can roll up your sleeves and start:. Outline the interactions required to post on the various channels. You should also make your objectives SMART: specific, measurable, achievable, realistic, and timely. ), 5% of content will be about your company culture, 80% of your posts should inform, educate, or entertain your audience. A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). What social platforms are they using, what type of content do they publish, how often? If your strategy involves sales or lead generation, then you should work back from those goals to define your objectives for following, reach, and engagement. As you decide which social networks to use, you will also need to define your strategy for each. Explore what your competitors are doing. Get clear, concise answers to common business and software questions. across networks so your profiles are easily recognizable, always-up-to-date social media image size cheat sheet, Fridge-Worthy, Hootsuite’s bi-weekly awards show, guide on establishing a compelling brand voice on social media, How to Set and Reach Social Media Goals (+10 Goals to Track), How to Conduct a Social Media Audit (Includes a Free Template), How to Create a Social Media Content Calendar: Tips and Templates, What is Social Listening, Why it Matters, and 10 Tools to Make it Easier. Save time managing your social media strategy with Hootsuite. A Social Media Strategy lines up your social channels, content, and publication frequencies to steer you to a desired future state of your social media presence. Before we jump into planning, let's make sure your toolbox is complete. In order to set objectives that make sense to your strategy, you need to use social media metrics for your dashboards. First, you need to understand what a strategy is, and isn’t it. The more detailed and specific your strategy is, the more effective the execution of the plan will be. Our commitment to you is complete honesty: we will never allow advertisers to influence our opinion of products that appear on this site. The question isn’t whether or not you should be doing it, the question is how well you do it! Find out what they’re sharing and what other people are saying about them. But there are a few prerequisites to succeeding in the process. Trusted by employees at 800+ of the Fortune 1000. Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. We've tested, evaluated and curated the best software solutions for your specific business needs. You need a mechanism to cover your back. goal framework. A great social media strategy is never set in stone. He writes features, news items, releases and all things Hootsuite. Our priority at The Blueprint is helping businesses find the best solutions to improve their bottom lines and make owners smarter, happier, and richer. A social media activity is composed of hundreds or thousands of small moving pieces: posts, channels, comments, likes, favorites. It includes a very wide variety of applications focused on sales, marketing and customer service. When you update your social strategy, make sure to let everyone on your team know. This 30-Day Social Marketing Plan is designed to help you re-invent your social marketing strategy so that what you share aligns with the interests of your audiences and contributes to overall business value. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies. We might be biased, but we think Hootsuite is the best social media scheduler. Compensation may impact where products are placed on our site, but editorial opinions, scores, and reviews are independent from the advertising side of The Blueprint and our objectivity is an integral part of who we are. A content calendar details all the themes and social channels of your social media communication. Social media goals should align with your overall marketing objectives. Creating your social media strategy and tactical plan Noun: Strategy / A plan of action designed to achieve a long-term or overall aim. To help you decide, ask yourself the following questions: Asking these tough questions will keep your strategy focused. You can use a demographic approach, to describe your target in terms of age, gender, profession, income. In this article I’ll share what you need to include in your social media marketing strategy so it works from day one. Establish your most important metric and draw up realistic and achievable objectives for secondary metrics. 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