5 Abridged Steps to a Social Media Strategy
Social Media Tips: 5 Abridged Steps to a Social Media Strategy
Don’t let that title fool you… While these steps have been summarized, successful social media marketers spend lots of time creating efficient social media strategies for their companies. The following information is a quick outline of what you can expect when creating a strategy that works for your company’s brand, mission, and target audience.
Let’s get started:
- Define your social media goals. Do you want to increase brand awareness with a specific audience? Do you want to increase follower engagement on your social network accounts? Do you need to inspire organic traffic to your website?
- Choose your social networking accounts. Fill out their profiles completely, and make sure the images you upload as profile pictures and header images are sized to the dimensions required by their respective networks. If you already have current social media accounts, conduct an audit on their efficiency. Use Google Analytics (and other analytics add-ins) to discover which networks get the most traffic: likes, comments, shares, visits, etc. All the accounts you follow and that follow you should be relevant to your organization, your brand, your field of work, or your mission in some way. Make a list of who your competitors are, note the networks they have accounts on, and study the types of content they share.
- Develop your posting strategy. What kind of content are you sharing: links, images, GIFs, reshares, or tips? A good rule of thumb is to make sure all of your content educates, entertains, or informs. Consider the tone and voice of your brand: are you quirky and humorous with your responses, or more instructional and scholarly? In addition, the frequency of your content sharing should be based on the social network you are using. Twitter is such a fast-paced platform that you’ll need to post multiple times a day, sometimes sharing the same post twice a day at different times. LinkedIn’s business networking platform sees the most traffic weekday mornings and evenings. Create a content sharing calendar that can be used to schedule your posts. Platforms like Buffer and Hootsuite are great tools for scheduling content. And don’t forget to plan a budget: how much money can you spend monthly on paid social media promotions? On which networks will you use paid promotions?
- Analyze your success. The more you post, the more you’ll be able to discover if your content, timing, and frequency strategy is right for your brand. The best way analyze the success of your content is by using reporting tools like Google Analytics or Tweetdeck (specifically for Twitter). Scheduling platforms like Hootsuite and CoSchedule have analytics tools for multiple social media networks and have add-ins available for purchase at different costs.
- Modify your strategy. After analyzing the performance of your content, make small changes to your posting strategy to see what improvements can be made. Try posting at a different time, changing the tone of your shares, or optimizing your GIFs and images for specific platforms. Was there an increase in engagement on the links you shared? Did you get more clicks on the GIFs optimized specifically for Facebook? Did the new tool you used to shorten twitter links see an increase in likes compared to unshortened links? Set a deadline to go back and reevaluate the performance of your tests. Successful results can be seen in the heightened engagement on your social networks, the increased traffic from your social networks to your websites, and/or, ideally, the return on investment (ROI) for your company.