Wednesday, 20 April 2016

Social Strategy: Why You Need One

Let's get something clear, once and for all. Let's just address the elephant in the room; let's talk about that thing that no one really wants to discuss, because it's just far enough out of our comfort zone to be in the "we don't talk about that!!" pile. That's right, folks: It's time to talk about strategy.

Listen, I understand where you're coming from. You "got online" because that's what you're supposed to do these days; everyone's there! "We need a Facebook Page!!" Sound familiar? You're not alone.

What if I told you that posting a few pictures now and again, discussing the weather or the happenings in your shop simply isn't enough? What if I told you that in some cases, I see the great intentions of business owners actually harming their own brand by "just getting online"? What if I told you that whether you have 2 employees or 200, the most important thing you can do for your social media marketing efforts is to have a clear, concise strategy in place long before you ever write a single post?

Well folks....listen up. Here's where I tell you all of that - and then some.

The very first thing you have to keep in mind is this: Your strategy online is about a lot more than knowing what posts you're going to schedule when. While I'm a big advocate of editorial calendars (don't know what an editorial calendar is for? Email me!), the truth is that your strategy needs to be in place before you can properly plan anything. Your strategy covers these things, just at a very basic level:

  1. Brand voice
  2. Brand management
  3. Calls to action for customers
  4. Content creation
  5. Editorial calendar
  6. Community management/manager
  7. Analytics management
  8. Reporting
  9. Return on Investment (ROI)
  10. Big picture thinking

You'll notice the first item on my list is "brand voice". Many people believe that this simply refers to the tone you use across social platforms; it's actually a lot more than this. Think of it this way: It's your personality.

What is your business conveying to your customers and potential customers online? What do you want it to convey? I firmly believe that before you can even begin to work on a strategy for your business - no matter how big or small - the very first step is in discovering your brand voice. Everything after that carries back to this very important, all-encompassing issue, and will help to shape the all-important strategy.

Not sure where to start? Have questions? I'm here to help! Let's get you started and seeing results!

1 comment:

  1. And this is why I can't wait to get my business off the ground and hire you!

    ReplyDelete