Many organizations enter the social media space without laying the proper foundation for a successful campaign.
Without proper planning, social media can be a frustrating and time-wasting experience that leaves everyone confused about the purpose and direction of their efforts.
The purpose of a social media strategy is to identify how social media will contribute to the organization’s overall goals.
When brainstorming your social media strategy consider these 6 foundational principles:
- Brand Outposts: Create relevant social media profiles depending on where your customers are likely to ‘hang out’ on the web e.g. Linkedin, Twitter, YouTube etc.
- Influencers: Identify key influencers in your industry and establish relationships with them that will be mutually beneficial in the long run.
- Conversation: Use your social media profiles to start conversations and to share interesting content and that will engage customers.
- Social Media Community: The right kind of content (i.e. not self-promotional but that which helps to improve the lives of your audience) will attract readers and build a strong community that resonates with your ideas.
- Reputation Management: Put the right procedures in place to listen and respond to feedback as well as policies to manage crisis situations.
- Editorial Calendar: An editorial calendar will help to bring clarity and purpose to your content on a committed schedule.
Planning is an important part of any business initiative. Social media marketing is no different. In order to realize its effectiveness as a strategy for brand promotion, it is important to give it serious consideration and to prepare adequately for its implementation.
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