Commit Marketing has supported business goals for products and services online through social media. By working together, we create plans to include the social components you and your team need to be successful.
With the explosion of networks, participants, content, our custom social media strategies will help you stay focused on your objectives, while allowing other team members to participate in their execution.
This plan will guide you through the steps of developing your social media strategy.
Highlights will include:
• Determining which sites you need to be active on
• Deciding how large your social media presence should to be
• Understanding the best content to present for your goals
• Identifying the right metrics to measure your progress
– ALIGNING SOCIAL GOALS TO BUSINESS GOALS –
• Make your goals specific, measurable, attainable, relevant and time based
• Avoid goals that focus just on vanity metrics like Likes and Followers
• Align goals with department and overall business’ sales, marketing and productivity goals
– AUDITING YOUR SOCIAL PRESENCE –
Search and note all official and unofficial pages representing your company including fan pages, employee accounts and poser accounts.
Review all posts and images that are present and public to assure they are supporting your brand and future social goals.
THE QUESTIONS WE SHOULD BE ASKING
Who? Categorizes data according to who is talking, whether that is the company, consumers, or a competitor.
Where? Lists content by social media channel and environment. Channels include outlets like YouTube, Facebook, or Pinterest, while environment refers to the look and feel.
What? Lists the type of content, such as article, photo, or video, plus the sentiment of the post as positive, negative, or neutral.
When? Quantifies the frequency of activity, like number of posts, comments, views, or shares, per day, week, or month.
Why? Determines the purpose of the message from awareness and promotion to complaint or praise. If applicable, key performance indicators (KPIs) are included.
Conducting a social media audit helps compel companies to figure out each channel’s purpose and key performance indicators. For example, “why does the organization have a Linkedin page and how is success being measured?”
– DETERMINE THE CONTENT MIX AND POSTING SCHEDULE –
Use the social media content rule of thirds:
• 1/3 of content promotes business and converts audience
• 1/3 of content shares ideas and stories from thought leaders
• 1/3 is original brand content
– DEVELOP AND PLAN A SOCIAL MEDIA CALENDAR –
Developing a social media calendar will keep all involved accountable for all actions and the end results. Having a calendar keeps you on track and allows you to plan messaging in advance. Sometimes thinking of social messaging on the fly works for brands in certain instances. However, having well-thought-out messaging that is approved by all involved with no spelling or grammatical errors can aid in building your social presence.
Measuring your results cannot be overlooked when developing your social media content strategy. If you don’t measure success, it is impossible to improve.
We should ask…
What kinds of messages inspire engagement?
Which campaigns are driving the most traffic?
Which campaigns are driving the most leads?
All of these metrics can help you improve your future messaging and campaigns.
Attempting to refine social media campaigns can be difficult, but knowing where to start can help.
• List all the areas that need refining and start with the easiest to implement
• Start with the most important aspect that will have the biggest impact on key metrics
LISTEN AND LEARN… then make adjustments
Here is how we usually adjust and improve efforts with social media marketing and engagement:
Content Types – Presenting a vast array of content types will help keep your message fresh and engaging. Content types to consider include; video, images, infographics and relevant links.
Tactics – Your tactics in social marketing will impact yourprogress towards fulfilling your objectives.
Timing – Think about how to refine social media content timing so that your audience is at their most engaged when they interact with your messaging.
• Presentation – how you present your content
• Frequency – how often you publish content
• Density – how often you publish messages around the same piece of content
User Experience – Just the same of websites, your message must grasp the mobile demand of users. Testing and analysis can find out how often mobile devices are used to visit your sites, including social media and how they appear once visited.