A social media presence is a marketing must for any business nowadays. However, it’s surprising how many businesses, of all shapes and sizes, are still not getting it right.
Whether you’re publishing posts and content that just aren’t gaining traction or not seeing results fast enough, social media marketing isn’t a dark art and by following these simple steps you can master your social media presence in no time.
1. Carry out a social media audit
A good place to start is to take stock of your current situation. How many social media channels does your business currently have? Who owns them and are they being managed? Are all the login details stored safely and centrally? Are there any rogue accounts that aren’t being managed by an authorised person within your company?
The social media audit will enable you to:
- Make sure that your social media channels are all functioning as they should be.
- Make sure that your company brand is represented accurately and consistently.
- Enable you to take back control of or close down any rogue accounts.
- Enable you to start using your social media channels to achieve your overall business goals and objectives.
2. Create a social media strategy
In order for your social media marketing to deliver results, you must have a clear vision of what you’re trying to achieve. Signing up to every social media platform and posting randomly on a daily or weekly basis will not cut it, neither will posting sporadically or sharing posts with no clear rhyme or reason. You must have a clear and defined social media strategy, which takes into account factors such as:
- Why you are on social media, what you are looking to achieve – this should dovetail into your overarching marketing strategy.
- Who your target audience is – this is likely to vary for each social media channel.
- Which social media channels you need to be on in order to achieve your objectives and reach your target audience.
- How frequently you need to post to each social media channel.
- What you need to say on each channel in order to grow followers, engage your audience and deliver results.
- How you are going to measure the effectiveness of your efforts and how can adjust your activity and strategies in order to continue to achieve the right results.
3. Create a social media plan
Once you have identified your social media marketing objectives, social media channels, and created target audience personas, you are able to start planning your social media marketing content. Planning what you are going to post and when you are going to post it is essential in ensuring that you are posting a steady stream of consistent, relevant and optimised content to your social media channels.
Taking a broad view of your company’s activities will help here. The best way to approach this is to:
- Start by plotting your key annual or cyclical events, highlights, activities. These can be anything from seasonal activities, regular sales promotions, charity commitments, exhibitions, and new product releases.
- Compliment your staple annual calendar features with real time items. These could be sharing industry news, benchmarking data and market information or short term campaigns that you plan throughout the year.
Ensure that you inject personality, individuality and authenticity into all your posts so that you build your company brand and carve out a unique social media presence. It’s also important to not only have a passive presence but to ensure that you actually engage with your audience and followers, respond to comments in a timely fashion and comment on their posts to demonstrate that you are genuinely interested in engaging.
4. Engage your entire organisation
Your social media marketing activity shouldn’t just fall to your marketing department. It’s important that teams and individuals throughout your entire organisation are engaged and contributing to your social presence. To achieve this, you should:
- Create a social media policy and guidelines, these should outline and provide guidance as to how individuals and teams within your organisation, as well as sub-contractors, partners or anyone else who may be representing your brand, should represent your company and brand on social media channels.
- Be open and transparent about your social media strategy and plan, outlining how the entire organisation can get involved in achieving the objectives.
- Let your internal audience know when you’ve posted something to social media and ask them to like, comment or share.
5. Measure success
Now you’re ready to start measuring success. This is absolutely essential in order to ensure that your efforts are working towards achieving your overall objectives of having a social media presence.
On a regular basis, such as monthly, produce an analytics report that covers:
- The performance of each and every post.
- Best performing content.
- The number of followers.
- Recommendations for improvements.
This will enable you to ascertain which activities are working and which ones are not. It will allow you to make tweaks and changes to your social media marketing activities in order to improve performance.
We provide a whole range of social media services to our clients and are currently promoting a special offer price for our social media audits to get you on the right track. Contact us to find out more.