Marketing through social media does a fanatastic job at facilitating the power word-of-mouth marketing can have on a brand (both positive and negative), a place to engage with customers.
Yet, so many companies are robotic and irrelevant in their social media efforts. Using social media for business will be valuable to those that genuinely care about the relationships they have with their customers. This isn't anything new, before social media, the thought leaders and great networkers were those individuals that would go out of their way for someone else, in any regard.
For a social media content strategy to be successful and remain agile, you need to have a clear focus (to provide transparency and collaboration), a consistent voice (to develop a style and tone people come to enjoy), disciplined organization and reporting (to drive daily performance and hit targets).
You want your social media efforts to indicate certain objectives. For example, your level of engagement can indicate your net promoter score. Possibly telling you that you need to increase your engagement across facebook and twitter to increase awareness and satisfaction leading to a better net promoter score. Start with a simple daily checklist inline with the overall objective, then continually refine it to match your progress.
Here are a few of my favorite social media daily checklists:
The 4 key steps to developing a stronger social media strategy
1. Align social strategy to brand
Your company has a specific mission and purpose that it is building towards. Your mission should be a collective long-term goal that everyone at the company is working to acheive and we want to make sure that we are building our social strategy around the customer experience we have to deliver so that our goals are possible.
Answer: What are the feelings our customers are supposed to feel after engaging with us? What do we want the audience to do with our message? Who is the audience? Where is that audience located (what paltforms)? What are they using social media for (research, engagement, thought leadership, etc..)?
2. Use a consistent brand voice across your platforms
A brand is created by the public, not by the comapny itself. The company can put strategies in place to deliberately shape the way it's talked about but ultimately it is up to the public. If a company says it is going to do one thing and consistently does something else, then the result is an unrelaible brand. If you don't have a well defined brand voice, you can work through this workbook here.
A few benefits of having a consistent brand voice across your social media are:
- Being unqiue without focusing on competitors
- A consistent voice and overall message is easier to recgonize
- Helps to spread the message you want spread
- Builds a more authentic apperance
- Only need to manage one focus company wide
3. Be Disciplined with your Communication
Marketing through social Media is absolutely a balancing act with a strong purpose. You can't just promote your content (no matter how awesome it is) but you also want to get a positive return so you can't just engage and build relationships. You have to give your audience what they want (in the form of your content) and you know it is what they want because you have deeply engaged with them on an individual level.
Have a well planned out editorial calendar
Have a well thought out daily checklist
These two, when balanced and executed consistently, are the guts to a agile strategy.
4. Stay well organized and results focused
To maintain a killer social media position and truely build brand equity across social platforms, you'll need to be extremely organized with developing your content, engaging with your audience, listening for their needs, scheduling the right messages, newsjacking the right content and reviewing your data to analyze and improve.
Now it’s time to say goodbye and wrap up your post. Remind your readers of your key takeaway, reiterate what your readers need to do to get the desired result, and ask a question about how they see the topic to encourage comments and conversation. Don't forget to include a Call-to-Action!
Congratulations! What a lovely list post you've created!