From an airline to capitol hill or from a consumer brand to a government agency, a good social media communications strategy is invaluable to any group looking to increase engagement and expand their visibility/brand recognition.  While companies may understand the power of social media, with all the different platforms that exist today it can be difficult to know how, or even where, to start.

Starting from scratch can be overwhelming. Creating a successful social media plan has many moving parts, and crafting your own can be daunting. Here are some tips to get the most out of your social media strategy.

Identify Your Goals and Objectives

             Like any plan, you can’t move forward until you have specific goals in mind. By identifying goals, every piece of your strategy can serve a specific and important purpose. Look at your company’s overall needs, and think of how you can use social media to contribute to reaching them.

While personalized goals are important, the Social Media Examiner points out that there are a few that all companies should include in their strategy including but not limited to:

  • increasing brand awareness
  • retaining customer
  • reducing marketing costs

A classic slip-up in creating a social media strategy that works is neglecting to set specific parameters that define when your goals are complete, AKA objectives. Make sure that your goals have specific and measurable numbers behind them by following the SMART criteria. The SMART criteria says to make objectives:

  1. Specific,
  2. Measurable
  3. Achievable
  4. Relevant
  5. Time-bound.

This criteria brings us to our next tip: analysis.

Analyze Analyze Analyze

According to Social Media Examiner’s Industry Report, while 90% of marketers say social media is important to their business, just 41% reported being able to measure the ROI for their social media activities.

To fully understand how social media is helping you achieve your goals, find analytics software and tracking tools that you can use to measure your success. Many of these tools track progress as it occurs, so it’s important to integrate them into your social media platforms before rolling out your plan. These can include using Google Analytics to track website traffic connected to social media and monitoring link clicks using Bitly.

In addition to these value-add tools, most social media networks come with their platform-specific analytics options, allowing you more insight into how your posts are performing.

Identify Your Audience

To run a successful social media campaign, you have to reach the right people. In an ideal world, you would do this by digging into website and social platform analytics from the past in order to see who has engaged with you the most. If this information is not available, however, finding your target audience can take some trial and error. After running a few campaigns, see who engaged most strongly to which types of posts, and them for similar posts in the future.

Develop a Cohesive Plan

            While it may seem easy to write a blurb for social off the bat a few times a week, busy days may put social copy crafting on the back burner, preventing it from getting done. Your voice may also change day-to-day depending on how much time you can commit to getting the copy done. Because of this, it is best to sit down and draft everything you will be posting for the next two weeks (or month if you’re feeling motivated) all at once. After this is done, schedule the social out using a scheduling tool so you don’t have to worry about timing over the coming week.

Still feeling overwhelmed by social? The Moak Group is here to help with all your strategic digital needs.

Jody Greene
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