As with anything in life, to succeed you need a plan, so why should social media be any different? You need to take the time when building a social media plan and this can be simple, yet smart, and should be part of documenting your marketing strategy.
So many brands make mistakingly splash their content on every social network without giving much thought to why. Your content marketing strategy should dictate your social strategy, and most importantly, the relevant social networks you should choose to use.
Making Informed Social Media Platform Choice
Understanding the value proposition of the various social media platforms will help you decide if they are relevant to use for your brand. So, ask yourself these questions:
1. Who uses the channel, and is it a fit for our personas?
2. Will our objectives be met? Ask yourself what specific goals will be pursued using this channel.
3. Does this fit our editorial plan? Will the content be seen as relevant or intrusive?
4. What do we want to achieve? How do we want our fans to engage with this content? Will they like, share, comment, or visit our website?
5. What content on this platform works best? Is this content relevant to our audience?
6. What is the correct tone to take? Would our audience expect a serious and professional style, or light-hearted and friendly approach?
7. How often should we post? Twitter, for example, requires many posts a day, Facebook not as many, and LinkedIn even less. What time works best for engagement? Use your platform insights to aide your decision on this.
If you feel that the platform will not meet your needs, it would be better to invest your time into one that will. Remember that your primary purpose is to build a relationship of trust between your brand and your audience.
Building Your Plan
Once you have the information gathered from choosing your platform, including when and where your content should be distributed, then creating your plan is relatively simple.
Create a matrix on a spreadsheet, with the following headers, and complete - See infographic example below:
- Distribution Channel
- Facebook, Twitter, LinkedIn, etc
- Who we will reach
- Editorial Plan
- Featured topics
- Target post frequency
- Theme-related posts
- Tone and rules of engagement
- Team resources
- Call to action
- Key performance indicators
- Target Keywords and #Hashtags
- List the keywords you are likely to use
- Potential distribution partners
- Are there any influencers, industry experts, or network connections you could use to help boost your reach on the platform
By creating a blueprint for your social media marketing strategy, you will be able to have everyone that creates your content working to the same goals no matter when, where, or how you plan to share your it.