What are the key elements for a social media strategy?
Before this question, you are asking yourself: why think about a Social Media Strategy?
A Social Media Strategy is the study of a series of actions that need to be taken in order to position yourself on social media.
The actions to be studied are different, and as I said in previous articles, in social media it is necessary to have patience.
The results do not come immediately, and it is essential to act not only online but also offline. In order to study a strategy, here are some steps you need to take: – Brainstorming, teaming up in the company to better study the action plans to be implemented based on the company objectives – Identify the people involved in social media. If you are an SME at least one person could take care of the social channels.
– To better study the website and its contents, it is necessary to create a synergy between the website and social media, because if the website represents the digital structure of the company, social media are the megaphone that allows giving voice to the company. –
Define a budget to be allocated to social media, not only for content creation but also to launch advertising campaigns.
The reasons why it is important to study a social media strategy are 4:
- Create and develop a community
- Communicate your company and products and services through content CRM (Customer Relationship Management)
- Create adversiting campaigns to acquire customers In order to create a successful Social Media Strategy.
Here are 10 elements that characterize a business
1. Brand identity. For a company, social media are excellent channels to make themselves known, as a brand and to promote products and services. To do Branding in the best possible way, it is necessary that the content to be published is in line with the brand of the company.
2. Content. In order to create excellent content, it is essential to have the marketing objectives in mind, identify them in keywords and study the contents of the website. The more human factor emerges in the content published on social media, the greater the response that will be obtained from the community itself. In order to better study the target, you need to have data in hand and look for as much information as possible.
3. Care of the content. In order to curate and create the contents, we rely on editorial planning, with a programming of the same, at least every two weeks or every week. From time to time, check the performance of the content. For example, within Facebook insights, it is possible to check how people react to the content and what type of content they prefer. In addition, you can identify a group of people to target a content type.
4. Social channels. Which channels to choose for a good social media strategy? Surely among the social channels, Facebook is not to be overlooked. When you are at the beginning, I always recommend positioning on 2 channels, obviously, it depends on the type of business you have.
A channel not to be underestimated is definitely Instagram. If you have e-commerce, Pinterest is a great channel on which to start a social strategy. Twitter can be used for Business and Customer Service.
5. Frequency. As I said in point 3, the planning of content in a scheduled editorial plan allows the company to be more organized, especially in order to be clear about the objectives to be achieved on social networks. Therefore, evaluating even a daily frequency, at least once a day, would be a good start. Subsequently, based on results obtained, it could even be planned twice a day.
6. Engagement. This word is one of the first I learned when I started this journey. Social media allows business and people to connect like no other traditional channel (such as television) can do.
7. Listening. Maybe I should have put it in the beginning. This feature is one of the reasons why a company should base a corporate social strategy. Listening can take place in various ways within social media: by creating Twitter lists (public or private); or what kind of comments a particular post on Facebook and Instagram generates.
8. Advertising campaigns. Social advertising campaigns can give excellent results. Planning different advertising campaigns is a way to stay closer to them. When you start a campaign, in addition to choosing the target to which the campaign is to be used, make sure to offer them a good reason to participate in it, such as an offer of a product/service, the launch of a new product.
9. Brand Ambassador. Today, there are well-known brands that use brand ambassadors for medium to long periods. For example, many platforms use influencers to promote their product, assigning them the role of brand ambassador, they are responsible for promoting the products and creating networks on behalf of the brand.
10. Crisis Management. Social channels allow you to amplify the knowledge of a brand, it is also true that you are more subject to reputational crisis risks. Precisely for this reason, I recommend drafting a policy, a document to be shared as a team, where rules are drawn up to follow on how to manage the reputation of a brand.
What are the mistakes that can lead to a reputational crisis?
Some examples: Not having taken the right care in replying to the comments of a post, misunderstanding between brand and audience on social issues… These are small examples, they can be different, as well as an offline error that affects you online. Managing online reputation is not easy, one way to better monitor it can be Mention or Google Alert.
There are ten elements that I have identified studying of a successful social media strategy. These elements vary from business to business. In small and medium-sized enterprises, it will probably have a different study than in a Corporate. I find it necessary to study and plan a strategy, as it allows you to have a clear idea of a series of actions to be taken on social media. Definitely a good action plan, allows you to achieve your goals and increase in business profit.
