Are you tired of running tactics that are not working for you? There are many businesses who believe that they can simply post content and execute tactics without having any coordination for their effort. This shows that the social media process is not clear to them. Stop wasting your time with unsuccessful tactics and use this list to guide you in your social media efforts.
— How will your staff benefit from using social media and how will the organization do its best to spread the word about their organization?
— Who will be monitoring and tracking the activity within the different channels?
— Do you have any sponsors, awards, or recognitions? How will you push those out through the different platforms?
— Which social media platforms are you going to utilize? Note: Twitter, Facebook, Linked- In, and YouTube are the most popular platforms, but is that where your target audience is at?
— What does your social media team look like?
— Who is going to manage the listening effort within your team?
— Use social mention, social search, or other third— party brand monitoring tools to see what is being said about your brand, company, services, products, and staff.
— What do your customers want and what do they like about your competitors? This will give you an idea of what you can incorporate into your practices to build customer loyalty.
— Look at your prospects and analyze what they are asking online.
— Finally, look at your competitors and their active social networks. Find out how they deal with their customers and try to do things differently.
Expectations: What are your objectives?
— Customer Interaction. Listen to and learn what your customers want from the social media channels you choose to participate in. How can you determine if your interaction is successful?
— Increasing sale opportunities. Determine the measurement of conversations for prospecting sale opportunities. How are you building a buzz within your channels?
— Customer service. Having an online service support is a plus to your business practice. However, who will monitor and solve customer— related problems?
— Set goals and milestone. This will give you a marker to look back to as you achieve your social media goals.
— Key Performance Indicators. What is going to determine success for you? Are they going to be mentions, links, traffic to your website, retweets, fans, followers? Look at the trend every period, don’t just take snap shots. This will help you determine your strategy and how to carry out future tactics. In addition, you can find out what is working for you and what isn’t.
— Measurement. Try to filter out all the noise, set standard, and see what you can measure against that standard.
— Analytics. Look at what motivates your target audience and give them what they want. Now you know what to implement on your next strategy through reporting.
Audience: Who do you want to reach?
— Data base. Develop a data base according to what you already know and information you have found through listening in your social media channels.
— Audiences’ Preference. What are your target audiences’ preferences for sharing content? (i.e. do they like articles, media consumption, questions? What is the personality of your target audience? )
— Audiences’ needs and wants. Everyone is always concerned about what’s in it for him or her. Think about the needs of your target audience. Look into the kind of information and engagement that they want?
— Channels or Platforms. In which channel does your target audience spend most of their time? Identify the platforms they are using.
— Media Consumption. Which type of media are you going to use to engage your target audience? For example, if your target audience does not like to read then might want to use video to engage them.
— Behaviors. Social Media is more about psychology than technology. What are the behaviors of your target audience? Are your customers creating, sharing, or listening? Do their behaviors change within different social media channels?
— Communication. In a relationship, communication is vital. What does your target audience prefer? For example, some people like tweeting, while others might prefer private messages or e- mail.
Strategy: How can you reach for your goals? How can you become a more social business?
— Content. In my last article I wrote about how Content is King, this time I want you to decide how you are going to create content as a result of sharing interactions and using it to maneuver customer engagement. What do your customers want?
— Engagement. Which methods will you use to engage your target audience? Are you going to use the social media platforms or launch a campaign and maintain it? Are you going to lead in discussions or react within the online communities?
— Communication. What do you envision the brand of your business to be? How is your brand being communicated within the web world?
— Are you going to react or lead? Listening and acknowledging information is different from leading customers to social platforms. Leadership is what most brands lack. Therefore, take this as an opportunity to lead.
— Locate content resources and schedule them accordingly
— When you hire a social media manager, make sure you develop a guideline for the employees.
— Don’t forget to utilize social media monitoring tools because they are able to provide feedback and data that you will need to make future decisions. Check out the monitoring tools I have found on this blog post: Celebrity Status SEO Social Media Analytic Tools Worth Knowing.
Tactics: How are you planning to execute your strategy?
— Social Media Platforms. Find the social media channels your target audience is on and participate in them. Create training material for employees to execute within these channels. For example, sharing, commenting, and pushing out content through.
— Blogging. Blogging is the foundation of your business. This is how you will bring traffic and provide value for your target audience. All your social media channels should travel back to your blog.
— Media Consumption Provide easy ways for your content to spread among your target audience. This can be through social news, networks, and bookmarking.
— MicroBlogging. Twitter is a microcontent powerhouse .This is how you will push your content out and promote it to your target audience. There are other social media platforms but Twitter is the most popular amongst the other ones.
— Which social media platforms will provide the most insight from your target audience? Which platforms will reach out to your customers?
— Remember that a fan page represents your company and a group page is for special interests. You can have both and utilize them in different ways. For instance, I can make a fan page for my client Firehouse American Lounge and Eatery, but I can have a group called Restaurant Review, to see what everyone is saying about different restaurants in the area. This can be another listening source for you.
— Coordination is an integral part of executing the tactics. Make sure everyone knows what you are trying to deliver, so you can honor the promotion online and offline.
Measurement: Tools, Analytics, and Reporting
— To find the top third— party tools to monitor your analytics check out my: Celebrity Status SEO Social Media Analytic Tools Worth Knowing
— Have a variety of accounts that you can test and check. These do not have to be related to the business or the brand, but it gives you an idea what you want to launch and the content you want to use within your social media channels.
— Now you are ready to identify your metrics. How are you measuring your social media efforts? How do you know if they are helping your business? Go back to your goals and objectives and see if your tactics worked?
— If you did not reach your goals understand that adjustment is needed to understand your target audience and what they really want. In this case, adjust your goals and social participation accordingly.
— Social Media ROI is measurable but what does it mean for your company? Each company has different goals they want to achieve. These are far greater than sales. So think outside of the box. This may be lowering your costs on your CRM efforts, or increasing leads, or even branding having a broader reach for your brand.
— Reports are important and they should be printed so everyone in your organization can decide what changes you need to make and what goals you need to set for the future.
— Reporting is different in large companies than within small businesses. In small businesses, reporting is straightforward, but in large companies there are many different segments and departments. Large corporations need to be well organized with their reporting.
This is how your social media efforts should be carried out to attain success. Use this checklist to help you meet the expectations you set for your business. Is there anything you would change or add to this checklist? Please comment below.Share on Facebook