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Doesn’t it seem like every company is active on social media, but at the same time, you only really hear about a few businesses doing anything particularly interesting or impactful on these platforms.
That’s because following the direction of a social media strategy is the big difference
between the companies that drive results from social media and those that don’t.
It is easy to have a mediocre approach to social media for business if you’re haphazardly active
on these channels without having a clear plan and a set of goals in mind.
A social media strategy is a written document that maps out how your organization plans to use different social networks to achieve important business outcomes.
This document is where you’ll establish your goals for using social media, identify the audience you’re trying to reach, and build a roadmap for all your activities on those channels.
Download Social Media Strategy Template
Additionally, Developing your social media strategy document is important because it’ll help you clarify your company’s priorities, plan out your campaigns more thoughtfully, and collaborate with others.
For example, we were recently working with a client where early on, it was clear that different departments at the organization (that business) were focused on conflicting activities on social media.
The primary cause of this problem was that there wasn’t a strategy established to coordinate their efforts around common goals to better organize their approach deliberately.
To avoid a similar situation, start developing your own social media strategy document that’s actionable
and results-driven by setting strategic goals to direct your campaigns.
A strategic goal is an outcome that’s meaningful for your business, easy to understand at a glance, and straightforward to measure.
Uniquely important, some common social media strategic goals are improving customer engagement, generating more leads, growing sales, increasing traffic, expanding reach, and enhancing a brand’s perception. While there are plenty of strategic goals to choose from, there are two important goal types you need to be aware of.
Furthermore, ongoing goals define the overall focus of your marketing, as they’re the outcomes you’re always looking to impact with your activities on social media.
Like, if a Tour and Travel Agency were to set the goal of increasing their messaging’s reach on social media by 40% by the end of their first quarter.
That’d be considered an ongoing goal, as they are focused on it for the long term and it is likely a result most of their activities will help work towards.
While other goals you’ll set are directly related to measuring the success of a particular initiative, known as campaign goals.
For instance, if the same Tour and Travel Agency set a campaign-specific goal for the short term, like gaining 3,000 signups from their month-long Instagram Trips giveaway.
Outline a few goals in your strategy to strike the balance between investing in a mix of activities while not overcommitting and spreading yourself too thin.
It is time for your organization to become a leading example of how to use social media in interesting and, most of all, impactful ways by following your very own social media strategy.