In order to establish a social media strategy that is impactful for your brand, your products or your services, several key steps will have to organize your reflection.
Like your other digital projects, such as launching a website, you will need to set goals related to your use of social media that are consistent with those of your company.
Most of the time, we will find issues such as:
- Increase visibility on my products and services;
- Sell my products and/or services;
- Increase brand awareness
- Acquire new customers
- Improve customer experience and customer relationship.
We advise you to always set goals that are realistic, measurable and well defined in time, to refine your strategy later.
2 - Identify your targets
This step is simple for some and sometimes much more complicated for others! Indeed, it depends largely on your business strategy.
When you want to reach a specific audience or community on social media, it is important that you be able to identify who your target audience is (or your targets). Your content will be reflected and thought for this one.
For example, if your business is in construction engineering, you are going to want to reach a population of decision-makers or purchasing managers with large real estate groups, or even directly individuals. Your communication on social media will be dependent on this target and will have to adapt to it: what are they looking for on social media? what do they expect from your company? What do your competitors with the same targets do, and do they do it well?
This phase is, of course, dependent on the 2 previous steps.
Indeed, it is according to your objectives and your target that you will choose the appropriate social media platforms. Here are some examples of use:
- Facebook: the community social media network par excellence which has become for some years a full media platform. Users expect ever more engaging content with a tone that cultivates proximity.
- Twitter: Essential information and conversation platform. The tone is often very engaged on the platform and can, for example, allow you to develop your customer relationship strategy.
- LinkedIn: If you want to develop your recruitment strategy, create content around your expertise or develop your network of partners, this is the social network on which you should bet.
- Instagram: Since its launch in 2010, Instagram has become a must for sharing visuals and "arty" photos. It is THE social media network par excellence of fashion and luxury brands.
4 - Definition of the editorial line
Creating an editorial line is a major part of your social media strategy.
It will organize your communication on social media around topics that echo your goals and targets, and define upstream the type of content that you will prioritize to get your messages: photos, videos, texts ...
5 - Creation of the editorial calendar
Now that your goals, your target, your social media platforms, and your editorial line have been carefully defined, you will be able to create your editorial calendar.
This calendar will allow you to plan your content from one month to another or according to your own organization. It will, therefore, define the frequency of your editorial content whether it is visual texts or video.
To go further on social networks, we also recommend that you visualize your identity in order to adapt it to your content on different social platforms.
6 - Community Management and moderation
This is the operational part to unfold your strategy. Your Community Manager (s) will need to be able to publish all the content developed in the calendar and be the direct interface with your customers in online communities. The role of the Community Manager is, therefore, to speak for your brand and moderate online discussions: it is, therefore, a strategic human resource for your company!
You are now better equipped to get started on social networks!
Tattavit Emarketing and Business Solution its customers every day in their Social Media strategy, by putting at their disposal qualified community managers.
Also published on Medium.