Creating Effective Social Media StrategyThe number one misconception of social media we hear is this: it’s easy.
It’s not. Running effective and successful social media requires a great deal of thought, consistency and sheer work. With the growth of social media tools, platforms, and usage, we get more requests than ever to assist with social media. As we expand to offer consultation, auditing, and even entire brand strategy packages, we wanted to give you five general tips on what it takes for an effective social media strategy.
For the most robust strategy, diagnosing your successes and failures is a crucial first step. Do an in-depth audit and examination of your brand’s social media, especially aligned against competitors. Analyze messaging approaches, content types, engagement levels, following rates and more. Once you’ve got a solid grasp on your status, needs and capacity, you can move forward.
2. Find Audience and Voice
It’s easy to jump straight into goal-and-objective making at this point, but it’s best to pump the brakes and look instead at who you will be seeking to reach and what platforms you will be using to achieve them. Document what your ideal social media audience is like, so you have a basis for the types of content you’ll create. Moreover, brands need distinct personas, voices, and approaches. Use the information from your audit to curate a consistent brand voice and approach. This includes colors, words, tone, etc.
3.Create Goals, Objectives, Strategies, and Tactics
Any holistic communications campaign will include these four parts: goals, objectives, strategies, and tactics. Each is different, with different metrics and purposes — but all useful. Goals are where you identify the purpose of your strategy. Objectives are measurable ways to track your success. Strategies and tactics get into the nitty-gritty details of what you’ll be doing. This step is also where you will create calendars for the entirety of the process.
4.Create Quality Content
This is where the rubber meets the road, and consistency and hard work pays off. Now that you’ve done an audit and created a baseline of audience, voice, and goals, move forward with the actual content to meet your needs. Social media content often falls into categories of paid, earned and owned media — all of which are crucial. We highly recommend getting the content together and over with early on in the process and using a social media scheduling tool, like Hootsuite or Buffer, to schedule it out throughout your timeline.
5.Rinse & Repeat
Audit again, rediscover your brand, create new goals and strategies, and pump out new content! There’s no foolproof or easy method for a successful social media strategy, but following these guidelines will allow you to do the groundwork necessary to save yourself the stress and worry in the long run
Our approach to client social media is has grown and progressed over the months, and we are currently putting together a streamlined process for each project. If you are interested in our input or partnership, feel free to contact us here!