The #1 reason your social media doesn’t work
For the last nine years I have been able to see social media management from every level, from large corporations, to small mom and pops shops and everything in between. I can sum up that experience now with one word, Hallelujah! Finally, after years and years of trying to get the print advertising and newspaper generations to understand the importance of social media, they finally get it! Social media can help your business! Now that organizations are clear on that, they are now left with an even more daunting question. How can that company do all that with social media and we can’t get our social media to do anything? Why doesn’t our social media work?
The answer to that question can be very elusive. Is it that you are not using the right tools? Is it that your social media manager doesn’t understand your business? Is it that you are not doing social media consistently enough? Is it that you have no idea what to talk about, or is it that you find yourself hiring a new intern every week which only adds to the confusion? The answer is none of these things and all of the things. Confused? In my estimation the biggest issue is that most organizations have an ineffective social media presence because it is devoid of any type of strategy! Every organization that decides to do social media needs a social media strategy! An effective social media strategy should include the following:
A social media policy (also called a social networking policy) is a corporate code of conduct that provides guidelines for employees who post content on the Internet either as part of their job or as a private person.
Which Channels to Use
An organization should understand and determine which social media channels are best for the organization and its target audience.
A separate content strategy for social media should be created that informs content topics and categories for easier tracking. This should also include establishment of a content calendar.
Resolution Response Strategy
An organization should determine a process for handling engagement on each channel and organizationally.
One of the most important parts of a social media strategy that is commonly forgotten is measurement. An effective strategy should outline key metrics, goals and the measurement tools that will be used.
So not only should your strategy tell you what to do, it should also give you a foundation for your social media to stand the test of time and internships. Another key point to remember is that even with an awesome strategy, social media works best when combined with other online marketing initiatives such as email marketing and paid advertising.
To get started creating a new social media strategy for your company or to examine your existing company strategy please contact me today!