Social Media Strategy

Social Media Strategy

At Socially, we assist individuals and companies in devising and developing a social media strategy that is consistent with their own SMART business goals.

We deliver successful social media strategies by following our 7-point approach:

Social Media Strategy Ownership

No one person within a company should "own" social media. Therefore, the first step we take is to create a cross-functional team to help conceive and deliver the social media strategy.

Social Media Goals and Objectives

Yes, you can use social media to help accomplish several business objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.

Evaluating Social Media Success

How are you going to determine whether this is actually making a difference in your business? What key measures will you use to evaluate social media strategy effectiveness? How will you transcend (hopefully) likes and engagement? Will you measure ROI?

Audience Analysis

With whom will you be interacting in social media? What are the demographic and psychographic characteristics of your current or prospective customers? How does that impact what you can and should attempt in social media?

Find where people discuss what you do – and voice the problems you solve. Starting out, you can't hit every network and outlet full-force. Locate your core customers, and prioritize your efforts to reach them where they are.

Competitor Analysis

You can learn valuable lessons from your competition. They will have undergone some of the same research and strategizing you're investing in, and you might as well benefit from their legwork.

You don't want to simply copy any particular strategy, but you can benefit from knowing the networks and types of content/messages already engaging your desired audience.

Select your Channels

Find where people discuss what you do – and voice the problems you solve. Starting out, you can't hit every network and outlet full-force. Locate your core customers, and prioritize your efforts to reach them where they are.

Only after you know why you're active in social at all, and how you'll measure social media strategy success should you turn your attention to the "how" of Facebook, Twitter, Tumblr and the rest. This channel plan should be distinct, in that you have a specific, defensible reason for participating in each.

Be Social, don't Do Social

Social media is about people, not logos. The mechanics of social force companies to compete for attention versus your customers' friends and family members. Thus, your company has to (at least to some degree) act like a person, not an entity. This is how long term engagement will be delivered. So how will you do that?

When we're working on social media strategy for major companies, the plan and the deliverable is quite a bit more comprehensive than what you see above, but it's based on this scaffolding and thought process. I hope you'll find it useful in your own endeavours.