What strikes in your mind when you learn about Social Media Strategy?
A perfect design, or a plan, or a procedure.
Yes, you are right.
But, it’s a strategy which will never end and moreover everytime it will be altered.
Always remember there is a difference between social media marketing & social media strategy.
Social media is an internet-based technology which facilitates the sharing of idea, thoughts and information through the building of virtual networks & communities.
In simple terms, I would describe a social media strategy is a plan of how an organisation will use social media to achieve its aims and the supporting platforms & tools it will use to achieve it.
A few years ago, you would have to build a social media marketing strategy and you could get through it.
But, it’s 2019 and not much of the same thesis would work today.
6 Steps of Social Media Strategy to Implement in 2019
- Set your goal.
- Audience Reach
- Competitors research
- Build & curate engaging content.
- Social media calendar & analytics
- Engage with your audience.
Each and every business have their own social media strategy, be it a blogger, YouTuber, brand or any organization.
1. Set your Goal
The first step of any strategy is to understand what you want out of your efforts. Without goals, you can’t have the measure of your success or return on investment.
You need to be precise, what exactly do you want? Are you trying to achieve traffic on your blog or website, looking for brand awareness, searching for links for SEO, press or endorsements?
Facebook, LinkedIn, Twitter, YouTube, Pinterest etc are the top social media platforms. So you need to understand which platform is best for you.
Once you know which platform drives most specific outcome, start investing in one. Set a goal for other social media platforms and invest time and money respectively. Do not just depend upon one social media platform just because you get immense traffic.
Always document your social media goals, it is important to help you benchmark where you are and where you need to reach. According to a survey, people having goals documented are expected to be 30 times more successful.
Avoid complicating a strategy with too many objectives & targets, make it simple for long time race.
Set SMART Goals, each goal should be;
2. Audience Reach
Being a social media strategist, understanding your audience is one of the biggest challenge and an important subset. You can’t take a risk of assumptions as it’s dangerous for marketers.
85% of adults are on social media using various platforms but how many of them are engaging with your brand? Understanding your audience is important while creating a social media strategy.
You need to know your audience’s requirement. What exactly they want to read, watch or buy.
First of all, you should look into the demographics of your most engaging social channels. Note down the age group, location, gender which is doing good for the business and on which you need to focus and determine the challenges in between.
Like I mentioned earlier, you must have a goal for the social media strategy because this is how it works.
Never ignore your audience behaviour, it may be positive or negative. Their reflections are for the product in display it may be a blog, video or any service you offer and that is very crucial. It also helps you to work in a more sceptic way to achieve your goal.
P.S – Whom do you want to reach? Is it the current customers, potential customers, new customers or influencers.
3. Competitors Research
Yes, competitor research is one of the most important element to be in the business and outcast your market.
Before you start creating content it’s smart to investigate your market competitors. I would keep it ahead of content creation as you may get several new ideas/ways to create content and analyze what’s making your competitors successful.
You are not the only one in the business, there are multiple businesses running on the same scale and same niche.
Do brainstorming, study your competitor’s success and failure story, how they curate content? what type of content do they create? what all services they provide?. Research as much as you can because your homework could lead you for a long run.
Just a reminder, do not steal strategies from your competitors instead learn and grow from their success and failures.
4. Build & curate engaging content
Content has always been on top. “Content is the King”.
To build an audience, to generate traffic content plays a vital role, it’s just your content, how unique and relevant your content is.
It does not just end to a blog or website it includes social media platforms as well like Facebook, Instagram, YouTube etc.
Earlier content was majorly a rich-text but as far the time has changed images and videos are in demand and there’s no doubt that video creates a better impact compared to text and image.
So it’s really important to curate a content which will be unique, relevant and your audience can go through it without hesitating. Always make sure it’s a ‘You & I’ conversation as it keeps the reader or viewer engaged and the chances of share increases.
If you are thinking of creating and publishing content each and every day, then I doubt you would be able to create a unique one. It’s not necessary to publish a content every day, a good healthy and relevant content works well even when posted once a week.
It’s not about just creating unique and relevant content you also need to share your content on social media & high PR websites.
You may want to learn how to write a great article/blog post.
P.S – Always spend a good amount of time in sharing your content & ensure you do not repeat any article/post.
5. Social Media Calendar & Analytics
Sharing the content is truly important but it’s more important to have a proper schedule/timing to publish the content to get the maximum impact.
If you are a blogger or YouTuber it’s really critical for you to publish your blog or videos on a fixed day and at a fixed time. Post-schedule option works best in this scenario. It’s the best place to schedule all your social media activities from images, link sharing, blog posts and videos.
If you publish 1 video in a week then choose a day and a time to upload it and be consistent on it, moreover keep a track on the analytics which day and time your channel has the maximum visitors and views and same goes with the blog.
Analytics helps you to understand how your content is being forecasted. It helps you to understand your target audience including age group, location, interest, gender.
documentation helps you to overcome your strategies. Perhaps you do not get similar views and visitors every day that is why, so document the number of users, views, bounce rate, average session periodically to understand how good or bad your content is doing.
P.S – Be consistent with your calendar.
6. Engage with your audience
We all feel overwhelmed when a brand or business responds back to our comment, isn’t it?
The audience is everything. Social media channels are built to interact, express, connect, discuss topics on the world wide web. It’s a core element of networking which takes efforts to ensure conversations or engagement opportunities are not left unattended.
Engaging with your audience is a first step to build as a brand.
Things you need to do:
- Never miss replying an email or comments as comments are more impactful.
- Embrace transparency, do not delete any comment (positive or negative) & build trust.
- Being a brand or business go ahead with question & answers, an impromptu survey as you get to know your audience preference.
- If you are a blogger or Youtuber go live on social media platforms.
- Go for giveaways.
P.S – The more you interact with your customers/audience, more you increase your business.
A social media strategy plays a vital role in one’s business.
Understand your goals what exactly do you want and whom do you want to target. Do competitor research.
Content is the king and will remain, so build and curate relevant content.
Have a good understanding of analytics with a balanced social media calendar
Engagement gives you reliability and helps to increase business.