1. Creating an objective is an easy one right?
As a business, the goal for your social media strategy should go further than simply gaining likes, retweets and those hearts (favs). You may want to improve website traffic, increase your leads, gain greater awareness, retain current customers and engage a geographically dispersed office to share the message.
- Gain insight into a community of interest
- Garner Marketplace Insight
- Link building for traffic and SEO
- Influence and promotion of products/services
- Build brand visibility and authority – Develop Loyal Fans
- Drive traffic for ad revenue models
- Grow Business Partnership
- Customer Support
2. Create Macro Buyer Personas
Use the demographics of your customers and prospects to create several buyer personas. These will help you not only with creating posts but also in determining which social media sites to use. Stick only to these platforms, as trying to work with too many will take resources away from the channels that are likely to bring you results. Use the BSQ method
- Think Big – Define your ultimate goal
- Act Small – Identify the milestones that will help you achieve that goal
- Move Quick – Come up with a timeline for achieving each milestone
Also, as you flesh out these personas, keep in mind traditional macro-marketing. Social sites are not just for millennials. The most active users are now very polarizing users! For example, MAGA or RESIST. These macro groups are some of the most vocal users on the platforms and you can use these macro groupings to hone in on your messaging.
Finally use Growth Hacker goal-setting
- Form Hypothesis
- Select KPI (Key Performance Indicator)
- Set Goal
- Track Progress (adjust execution as necessary)
- Socialize/Iterate (let everyone know how it worked)
3. Update Your Bio Accounts
Set up your profiles to enable you to meet your objective, such as by focusing on SEO, cross-promoting your other accounts, and filling every box with optimized information. Test and change your bios to help refocus your messaging, keeping the core mission the same. Using #hashtags as part of your sentence structure in Twitter will allow you tell a better #story.
On a side note, I recommend using contemporary subject material to keep your social channel fresh. I use #GoT. Who doesn’t love Game of Thrones. Every Monday I partake in the discussion to gain acceptance and followers.
4. The Message Is In The Details
Users listen to different content on every social channel. You need to adapt your strategy accordingly but maintain the same voice and personality across channels. Some ideas for the top four:
LinkedIn – Great for Targeting Businesses and professionals – with limited results!
- Pay attention to length. Titles should be no more than 70 characters and link descriptions no more than 250 characters to ensure all text is visible.
- Work on generating leads. LinkedIn is 277 percent more effective at generating leads than Facebook and Twitter, provided content helps audience achieve their personal goals, found HubSpot.
- Cons – all the above is getting old, this platform is now seeing a facebook feel. People are no longer clicking when they see the words ULTIMATE, HACK, BEST, PROVEN, SOLUTIONS etc.
Facebook – Great for Targeting small groups of people – limited results!
- Always include pictures. You need to stand out on users’ News Feeds, and posts of solid text go largely ignored.
- Optimize your posts. A study by TrackMaven found that you can receive twice as many interactions if posts are 80 words or longer, 60 percent more interactions if posts contain hashtags, and 23 percent more interactions if you ask questions.
- Cons – all the above is getting over saturated, Facebook suggests video now.
Twitter – Great for Targeting large followings with or without promotional dollars
- Use an appropriate number of hashtags. A couple hashtags lead to greater visibility, but too many make your tweets hard to read.
- Post pictures. Although often neglected, images can be just as effective on Twitter as any other channel.
- Cons – all the above has been old for a while, and the sites are polarized by political affiliations. I have both MAGA and RESIST followers. When I add more, I get a hug back-lash of unfollowing. The old newspaper cliche, “If it bleeds, it reads” is very alive and well on this platform.
Instagram – Great for Targeting millennials with or without promotional dollars
- It seams like you can’t have to many Hashtags on this platform.
- Post multiple pics. This platform is about selfies and more selfies.
- Carriage return tip:) shortstack.com
- Cons – Facebook has the links locked down for only promoted items, so I recommend you put relative links in your bio and reference in your picture description “link in bio”.
5. Develop an Editorial Calendar
Although interactions with your audience should be spontaneous, you need to plan the publishing of your content down to the fine details to get the most out of your social media strategy. Draw up a plan for the coming months that describes when you will post to each channel, what type of content you will post, and how this will help meet your main objective.
If you are unsure about how to divide your content into different themes, Hootsuite recommends the following:
- One-third of your content should promote your business.
- One-third should share ideas from your industry.
- One-third should focus on personal interactions that develop your brand image.
6. Choose your channels
Not all social-media platforms are the same. You need to choose the right ones for the products or services you’re selling. This one is easy for me, I treat all my platforms the same in effort/growth but different in ad dollars. I believe you are wasting your time and money if you are not providing a comprehensive approach to social budgets.
- It’s always about the brand.
- It’s always about the traffic.
- It’s always about selling.
7. Create measurable objectives
It’s time to set clear objectives based on your goals. Focus on the S.M.A.R.T. strategy for goal setting to ensure your objectives are specific, measurable, attainable, relevant and time based.
In future articles I will talk about how I used Sharepoint to create an ROI database!