How to Fix Your Social Media Marketing Strategy

Social Media Strategy in 8 Steps (Summary)

One of the major theses we employ in our social media strategy process is this:

Step 1: Build an Ark

Nobody should “own” social media strategy in your organization. Social impacts all corners of the company, and should be more like air (everywhere) than like water (you have to go get it). Thus, the first step in the process is to create a cross-functional team to help conceive and operate the rest of the strategy.

Step 2: Listen and Compare

It’s an old social media strategy chestnut by now, but “listen” is still good advice that’s often ignored. The reality is that your customers (and competitors) will give you a good guide to where and how you should be active in social media1, if you broaden your social listening beyond your brand name.

Step 3: What’s the Point?

Yes, you can use social media to help accomplish several business objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.

Step 4: Select Success Metrics

How are you going to determine whether this is actually making a difference in your business? What key measures will you use to evaluate social media strategy effectiveness? How will you transcend (hopefully) likes and engagement? Will you measure ROI?

Step 5: Analyze Your Audiences

With whom will you be interacting in social media? What are the demographic and psychographic characteristics of your current or prospective customers? How does that impact what you can and should attempt in social media?

Step 6: What’s Your One Thing?

Step 7: How Will You Be Human?

Step 8: Create a Channel Plan

Only after you know why you’re active in social at all, and how you’ll measure social media strategy success, should you turn your attention to the “how” of Facebook, Twitter, Tumblr, and the rest. This channel plan should be distinct, in that you have a specific, defensible reason for participating in each (I covered this more in-depth in my post on 3 Rock Solid Questions to Guide Your Social Media Success).

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Founder of Convince & Convert, a digital media and marketing company. NY Times best-selling author, global keynote speaker. New book: Hug Your Haters

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Jay Baer

Jay Baer

Founder of Convince & Convert, a digital media and marketing company. NY Times best-selling author, global keynote speaker. New book: Hug Your Haters