All or nothing approaches rarely produce desirable results in life, and a business’ social media plan is no exception to this rule.
Many times, a business will approach social media and mistakenly think they must be everywhere people are congregating: Pinterest, Facebook, Instagram, Vine, Twitter…the list goes on. And without considering overall goal or available internal resources, a business will flounder if it tries to take on too much, or take on channels not particularly suited to their target audience.
A better approach is to take some time to develop a strategy before diving into the social media pool. Here are 3 tips to guide that process.
- What is your overall goal?
What do you think social media will help you accomplish, in terms of your business? Are you looking to increase brand awareness? Are you looking to create a customer feedback outlet? Looking for direct sales conversions? Prioritize your mission and let that dictate the focus of your social media efforts, based on the appropriate social media platform that best addresses each mission you’re seeking to accomplish.
- Who is your audience?
Breaking down the demographics will yield insight into the best places to find them, engage them, and strengthen their ties to your brand. Instagram is becoming the dominant social media outlet point-of-origin for youth, so if that’s your market, you will want to see how it fits into your agenda.
- What are your internal social marketing resources?
Here’s where companies often run astray: They initiate forays into multiple platforms and don’t have the man hours to backfill the content gap. Don’t fall into that same trap. If you only have a half-hour per day to devote to social media, then focus on the top 1 or 2 platforms that best address your mission and speak to your audience demographic, and go with that. Breaking off more than you can chew will cause major heartburn in the long run!
Some thoughtful planning and strategic decisions before you hit the “launch” button will ensure your brand sees success in social marketing.