A foolproof guide to creating your brand’s social media strategy
Regardless of the industry, every single company on the market is trying to maximize the benefits of the two way conversation taking place with consumers on social media right now. Whether it be Luxury Brands, Airlines, even your local insurance broker, it seems like everybody is on Facebook begging for you to “like”, “share” and “comment” on their pages.
So how do you ensure that you are using the platforms to their full potential?
While posting on a consistent basis and engaging with your fans online is a great start, there needs to be a “method to the madness”. Many brands think that they can simply open up a page and start posting whatever material they have on hand, but in today’s sophisticated social media environment, this method simply doesn’t cut it.
What every brand needs, from the smallest local boutique to the world’s top fashion label, is a “Social Media Strategy”. While the term can seem daunting at first, there is a simple recipe to creating your own, which will ensure you maximize the ROI on your efforts.
Prepare your social strategy as a General would prepare for battle. In other words, you need to determine your Mission, Goals, Strategies, Tactics and most importantly, you need to know your Enemy, I mean, Audience.
Your Mission, represents the overall achievement you want to attain. This could be, to build meaningful relationships between brandX and your consumers, or have the largest active fan base in the X industry. In other words, it is the focal point of your strategy and describes the overall vision and purpose for the fan page.
Next, you need to establish what your Goals are. These can be either short term or long term, and they address what you are going to do to achieve your Mission. These could be goals like, increase conversation rates by 50%, double likes in the next 6 months, Increase Share of Voice by 25% etc.
Once you have established your goals, you need a Strategy. Your strategy is the plan of action for achieving your goals. In other words, they are a more specific version of your goals. For example if one of your goals is to increase conversation, your strategy could be to empower users to share and create their own content on the page.
Then you need Tactics. These will describe exactly how you plan to achieve your goals. As a rule of thumb, you should have at least one tactic for every strategy. If you don’t, how are you going to achieve it? Tactics get down to the “nitty gritty” and explain exactly how you are going to get to your target. Will you increase engagement by launching a specific contest? Will you increase likes by investing X amount in paid advertising? This is where you need to explain yourself in detail.
Once your Strategy is done, you MUST establish what your KPIs (Key Performance Indicators) are because you can’t manage what you can’t measure. These can be anything from engagement rates, page likes, SOV, Sentiment etc. and allow you to measure how well you are doing, or if you are off the mark. This may be where you realize your strategy needs revision.
Last but not least, you need to know your Audience. Who are you targeting? Is it a specific demographic? Age? Gender? Is it a certain type of consumer? Establishing your key public will allow you to target them specifically, and maximize your chances of achieving your Mission.
And always remember:
“However beautiful the strategy, you should occasionally look at the results”.
-Sir Winston Churchill
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The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of sub metrics which are then benchmarked against a hand-picked database of 75,000 verified brand accounts on each channel.
Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.
Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.
Responsiveness: Measures the rate, speed and quality of your responses to fans.