Your social media strategy will be effective only if it integrates well with your marketing strategy and overall marketing mix. Your social media strategy is another tool in your marketing-tool-box; it must complement your brand. It’s only an effective part of your marketing mix if you have proper engagement and mostly if you have clear and defined goals.
The challenge for most business owners and marketing departments is time and expertise; being able to react in a timely manner and knowing how to do it properly. In the end be sure to have some gauge on the ROI on the time you spend on social media against your defined goals. You don’t have to always generate a sale. Brand awareness and building a community are valid objectives, but they still need to be measured.
Consider these four tips as ways to help you with your social media strategy. Don’t forget, great content attracts users, users create engagement; so, content is king – that’s the overarching principle.
Social Media Strategy Tips
Tell a story about your offering. Consumers often buy into something that has meaning – this is one of the main reasons why there is increasing popularity with social entrepreneurship (entrepreneurs with philanthropic mandates like www.exelaventures.com). For example, if your company promotes “widgets” that are child-labour-free, stimulating conversation about this topic and then directing them to your company which does not sell “widgets” made in China, you’ve given your target audience an alternative.
2. Quality over quantity
Once you are able to establish a following, you are better off engaging your audience/customers/prospects with compelling content rather than hammering out mediocre content frequently. The key is to let them decide what is important – when that decision is made, they will do the work for you by sharing the content and “spreading-the-word”. By communicating frequently with less compelling content, you risk your audience getting annoyed with you and leaving you.
3. Trial and Error
The nature of social media is dynamic. So, you’re not going to get it right the first time. Be prepared to experiment with different approaches. The focus needs to be on consumer engagement. You don’t know exactly what your audience likes until you test out some content and strategies with them. Be patient with it and when you find out what drives your audience, let them do the rest of the work but stay engaged.
4. Know Your Limits
You don’t have to be on every platform. Once you have completed your Target Market Persona assessment, you will know exactly where your target market “eats, sleeps, reads, works, and plays”. Focus on 1 or 2 platforms at the beginning and do them well; don’t over extend your reach and be present on platforms you have no activity on. It’s not good for your brand. In addition, it’s important to recognize whether or not you need to out-source your social media strategy. There are many good companies available that can manage all aspects, from content creation to bid-management to posting to analytics.