What Is a Social Media Strategy?
Strategy. We use it in every aspect of our lives. Nowhere else is it more clear than when watching experienced chess players engaged in a game of chess. If one player is several moves ahead of his opponent, it is virtually certain that player will lose the game. A serious chess player would not even start a game without a strategic plan of attack and defense.
So, now, let’s talk about social media. Sure, you might have a Twitter account, or a Facebook fan page. But how do you use it? If you are using it consistently, then you are way ahead of the game, that’s for certain! But if you want to get better at it, here is a simple concept. Develop a social media strategy.
By that, we mean, decide what you are using a specific social media platform or profile for, and make certain all of your content and activity are consistent with the mission or purpose of your profile.
- Promoting products
- Driving traffic to Website
- Customer service
- Communicating with clients
You may desire to do all of these, but CHOOSE ONE as your PRIMARY purpose.
If you have multiple purposes, you might consider creating multiple Twitter accounts or Facebook fan pages to accommodate each purpose. For example, Verizon has several Twitter accounts. For customer service, one would go to http://twitter.com/VerizonSupport (@VerizonSupport), and for official tweets from Verizon corporate one would go to http://twitter.com/Verizon (@Verizon).
Key question in developing a social media strategy: What do you want to accomplish?
“Simply creating a fan page for the sake of “Well, everyone else is doing it,” isn’t going to land you results. Like with any other online marketing strategy, Facebook marketing efforts must be well planned and constantly reinforced. By doing so, you can start to tap into the vast network of active Facebook users.” ~TopRankBlog.com
Take your time to develop your social media strategy. Look at the following questions and before answering; consult colleagues, business partners, employees and business coaches to complete the answers:
To develop your social media strategy:
- Identify / clarify your marketing goals and objectives.
- Identify / clarify the target audience that you need to reach.
- Decide which media you want to use.
- Develop a content strategy — decide what content will be shared and when
- Create a conversation calendar — decide who in your organization will be responsible for updates
- Map out a customer response plan — decide how will you interact with fans and customers
- Measure results – adapt when and where needed.
Whether you are already on social media or just starting out, taking the time to develop or review your social media strategy will be worth its weight in gold when it comes to applying all of the other “rules” of social media engagement.