The 6 Tenets of a Successful Social Media Strategy
A Successful Social Media Strategy
What is a ‘successful social media strategy’, and why is it important?
A Social media strategy describes how your organisation will use social media to achieve its communications aims and the supporting platform and tools it will use to achieve this. At a basic level it’s a simple statement of intent, outlining the goals and measurable objectives for using social media, and the target outcomes you want to achieve. It does this in the context of the overall business and communication plan, so that social media isn’t in a silo but working in parallel with other channels. It isn’t a detailed plan of action — you’ll also need a plan but without a clear strategy, how do you prioritize the activities for a plan?
Think strategy first, plan second.
What principles should you have in mind while developing your social media strategy? Lets take at the six most important:
It is critical to observe how social media tools work before engaging. Listening is about knowing how to communicate with this tool and knowing how not to. For instance, when you want to communicate on Instagram, listening requires that you know you have to use photos.
Engaging is contributing to content that is relevant to an organisation. Identify with the relevant issues discussed online. For instance, the issue of work permits when people want to work in neighboring countries. Here, engaging will require assisting people to understand which countries require a work permit, procedures and eligibility, among other issues.
Elevating a conversation online is taking it further, informatively. On the work permits issue, it will entail sharing the relevant laws or policies that necessitate the use of work permits. It will also include asking people questions around the issue, to see whether they have experienced them or suggestions they have to better the integration process.
Prospering is sharing knowledge on the insights you get from social media engagement with staff and other stakeholders. By wanting to prosper, an organisation is aware that its success is also the success of other stakeholders. Prospering is a collective effort.
Learning is seeking ways of improving debates and the social media asset as time progresses. It is possible to know how your engagement leads to viewership of your profile, increase in followers and reach of the messages. This is useful in knowing areas of improvement and where mistakes are made, detecting and addressing them fast.
Tracking is knowing the engagement quality and quantity on an issue. Social media is effective when institutions can track conversations and know how to better improve the debate or where gaps exist. Various monitoring tools make it possible to track conversations based on gender, geographical location, sentiments (positive or negative) and number of contributions, among others.
Some may see that there is no need for a social media strategy . Surely, in this age where the marriage of SEO and social media has dazzled marketers with the consequential rise in content marketing, it’s obvious that a good social media strategy not only helps you create brand awareness but also helps you distribute your content globally! The ways and opportunities of leveraging social media more strategically are growing everyday and are only limited by your creativity.