29 Oct Defining the Goals of Your Social Strategy
We were recently approached by a bay area tech company and asked for a social media strategy. There was no further information given, other than they wanted a strategy that they could implement. We didn’t know who would be targeted on social networks, who would own the strategy and most importantly why they wanted to have a social media strategy in the first place. After we asked some basic questions to get a feel for the company, we sent them packing with some homework.
We see this a lot, many companies will come to us looking for all the social media answers, which we tend to have, but developing a strategy is highly personalized and there is not a one-size fits all option. When we work with clients to develop a customized social media strategy, it is imperative that we get to know the company inside and out. We implement a preliminary assessment of existing social accounts and work closely with the parties participating in the execution of said social media strategy.
If your company is thinking of implementing or re-vamping your social media strategy, here is a list of all the things you should consider right off the bat. Once you have answered the following questions, you can bring this to us (or another strategist, we guess) and we will be able to help you hit the ground running!
Step one: Define goals! Do you want more followers, more likes on posts, more business? Defining goals for social will determine the right strategy for your brand
Step Two: Determine Budget & Time Investment. This should be easy once you determined what the goals are. Social media costs can vary, places to invest:
- social media manager
- Facebook ads (only if you want to get more likes. clicks to your site via facebook ads are costly and have a lower conversion rate than “like” ads)
- Content creation
- social media monitoring tools
- TIME – this can be a full time job for one person, but realistically the time investment will depend on goals.
Step Three: Identify your in-house resources. These are free pieces of content and share worthy items you can easily access and post on your accounts.
- Press releases
- White papers
- Case studies
Step Four: Identify outside resources. These resources also provide free content that relates to your industry. You know this, but providing outside information actually strengthens your brands credibility online.
- News outlets
- Experts in the space
Step Five: Determine best platforms to deliver your message.
Most powerful social platforms for your business:
- Google plus
Worth spending time on these if you are a consumer facing business: