Creating a Social Media strategy can seem daunting, but it doesn’t have to be. To get the creative juices flowing (without feeling overwhelmed) use our Social Media template. Simply go through the step-by-step process and fill out each section as best as you can. The best way to tackle this is with a brainstorm! By doing this you will get a range of ideas and opinions which will help you to get a better idea of:
- What you want Social Media to achieve for your business;
- How you can be more strategic in your approach; and
- How you will measure success.
Get started with the step by-step approach
Use the following questions to start to fill in each section on the Social Media template. Where possible ask your customers (yes real customers!) for their opinions, especially to help get a better understanding of who they are and how they perceive your brand.
1. Define your brand
How would I describe the brand? How would my customers describe it? What kind of personality does it have? What challenges or problems does your brand solve for your customers?
2. Align your business goals
Which of your business goals to you think Social Media will help you to achieve? These could be related to profit or growth targets, increasing brand awareness, improving customer service, finding new markets for products or services etc.
3. Set Social Media objectives
For each of the business goals you will need to set a Social Media objective. These objectives should be SMART – specific, measurable, attainable, relevant, and timely. An example goal could be ‘To increase traffic from Social Media to my website by XX% within the next six months’ or ‘To build brand recognition by gaining XX Facebook followers in the next six months’ or ‘To build an engaged brand community by maintaining a XX% average engagement rate per month’. Creating SMART goals can be difficult, to get an idea of what is achievable assess your current position to establish a benchmark.
4. Identify your audience
Speculate all you like about who your audience (customers) are, but to really understand them, talk to them! Conduct research through surveys, interviews and even focus groups (if you have the budget). This will help you better understand their personalities, behaviours, demographics and needs.
5. Pick your channels
As part of your audience research find out what channels your customers use. You don’t need to be on all Social Media platforms, you will achieve more by focusing on fewer channels with quality content. When considering channels also think about the type of content you will product (video, live broadcast, blogs, short-form posts etc.) to ensure your channel choice will support your content.
6. Establish your content themes
What am I going to create content about? Where is the value for my customers? It is important to identify what topics are relevant to your brand but also be education/inspirational/entertaining for your audience.
7. Identify your content types
What content will you use on your Social Media channels (video, blogs, infographics, photos)? Does your audience consume this type of content? Do you have the time, budget and resourcing to publish this type of content? Make sure your content types align with your preferred channels.
8. Set out your key actions
What do you want your followers to do on Social Media? This needs to be more than wanting them to ‘like’ your page. Do you want to use Social Media to drive customers to purchase from your website? To contact you, request a quote, subscribe to a newsletter, download a white paper or become a member? These actions should align with your business goals and Social Media objectives.
9. Identify how to measure performance
How will you track how your Social Media channels are performing? Steady month-on-month increase in website traffic originating from Social Media? Post engagement rate (total post engagements divided by followers x 100)? Net positive comment? Tie your performance to the achievement of your Key Actions and Social Media objectives.
10. Consider how Social Media will integrate
How will your Social Media channels integrate with other elements of your business, such as: website; apps; or customer service channels? Will it impact or be impacted on by other promotions, advertisements or email campaigns?
11. Establish a budget
What is your budget for content creation? Social Media advertising? Management tools?
12. Identify resources
Who will create the Social Media content? Who is responsible for monitoring and responding to comments or messages? What will your turnaround time for customer enquiries be? Do you need some tools to assist with managing your Social Media accounts?
Using our Social Media template is just the launching point for Social Media success. Once you have finalised your brainstorm it is time to put pen to paper and create your Social Media strategy. This is where you will flesh out these starting points, begin to recognise weak points, identify opportunities and understand your limitations.
Having done this you will have a better understanding of what Social Media success looks like and how to achieve it. If you need help getting the most out of our Social Media template or just need some guidance in regard to the next steps contact us.