Before you get stuck into creating this specific strategy for your company, you need to take a step back and evaluate the reasons WHY you want to be involved in this online space. If your answer to this question is “everyone else is there”, then you definitely need to re-evaluate your social media vision. Instead of simply wanting to be where everyone else is, look at how you can enhance these channels with your contribution.
Once you have cemented this direction, you can begin developing the building blocks that will eventually create a succinct and successful social media strategy.
Here are four factors to consider:
1. Determining your social media objectives
These objectives must tie in with the brand’s overall business objectives, as they will need to be measured, monitored and eventually reported on. Objectives must be obtainable, manageable and realistic (but still exciting!). For example:
- Maintaining and growing the brand in the social media space to increase brand awareness
- Strengthening brand identity through communication on these channels
- Utilising the social space to address business challenges through an online community, and as a connection to customers for brand feedback.
2. Understanding and creating a content strategy
In social media, content is king. To create a solid content strategy you need to understand that the right content can attract new consumers and ensure that the current ones remain loyal. It is also important to recognise what type of content you will be using. This can be a combination of “always on” content (content that is on brand and consistent) and “activation” content (which involves ad-hoc campaigns, promotions and incentives). Have a look at Coca-Cola’s content strategy breakdown.
3. Determining a persona and target market
Before you create a content theme that matches your target market, you need to create a persona –your brand ambassador, the person that would represent your brand in the social media space. Once you have created this persona, you can then create content themes with that person in mind. Consider how this person speaks and what he or she speaks about.
4. Creating content themes
These themes will be used for the “always on” content as well as the “activation” content. Once you have created themes that tie back to your persona, target market and overall objectives, you can begin testing out content examples. Remember to always refer back to the social media objectives, the persona, tone of voice and the themes to make sure you are on the right track. Savanna Cider creates their content around humour through their dry, witty status updates. Take a look at their Facebook page.
These four steps are merely the building blocks of a social media strategy that must be expanded and altered to fit your brand and what your company wants from their social media presence. Use this as a base and work your way up to a stellar strategy that will convince and wow your directors and CEOs.