Written By: Rob Emmett
Without question, it’s safe to assume that social media has become the primary marketing medium used by organizations, both large and small, to help fulfill its marketing objectives. Especially when teamed with bots like an Instagram Bot for example. Whether it’s a Fortune 500 company serving the global market or a local sports team aiming to increase its fanbase, organizations are acknowledging the value that social media provides with achieving its digital marketing objectives. However, without a well-defined social media strategy that aligns with the social media marketing plan, organizations could be falling short on reaching its marketing potential, if you feel you business can still achieve more, start looking into marketing strategies from innovative companies like https://www.salesforce.com/products/guide/lead-gen/.
Creating a social media marketing strategy may seem overwhelming at first glance, but can actually be simpler than anticipated. Before an organization dives too deep into creating digital content and sharing media posts, it has to first identify its social media goals, who it’s seeking to target, and what it wants to achieve. According to a Buffer Marketing Library article, a simple method to create an effective social media marketing strategy is to ask yourself the 5W’s: Why do you want to be on social media? Who is your target audience? What are you going to share? Where are you going to share? When are you going to share?
An organization’s social media goals can include boosting brand engagement, growing revenue, or providing a better method of conversing with customers regarding the brand. As the world’s largest pizza provider, Domino’s has used social media to listen to its customers conversations and help identify weaknesses within its products and services, while also creating profitable resolutions to improve the company’s business operations. To communicate those improvements, Domino’s launched its “Oh Yes We Did” campaign and used its social media to further its position within the market. Not every organization will have the same objectives for its social media strategy, but each goal needs to be well-aligned with the company’s vision and messaging.
After establishing a firm’s social media goals, organizations have to identify who its target audience is and how its followers engage with the brand. By identifying the target audience, companies can create content tailored to its followers and align its messaging with the audience’s interests. Knowing what you’re going to share is also critical for the direction brands want to take with its social media presence. Some brands will post content directly focused on its products and services, while others may share humorous content and photos that are not directly connected to the brand or its products. Burrow, a small startup couch provider, will post memes or funny photos on its Instagram page as a subtler way to engage with its followers.
Finally, an organization must determine where and when it’s going to share content. With so many different social media sources, it is vital for an organization to determine which platforms it wants to use and develop an implementation strategy for each one. Organizations must also identify the most beneficial time to post content and should establish a social media calendar to know when and where a post will be shared.
Social media has proven to be an effective method of marketing for organizations in a wide variety of industries, but without a well-defined social media strategy supported by the social media marketing plan, companies can lose out on the full potential that social media provides.
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