7 things to do when building your social media strategy
January 8, 2015
By Matthew Tukaki
There is a new truism in the marketing world that says your social media strategy will only work if you have an actual audience that follows you. Many make the mistake of just blindly tweeting or Facebooking without realising that they are in fact not building an audience. More to the point many people don’t quantify the real financial cost of engaging in social media purely because they just see at as a time thing and not necessarily how that time equates into your own (or your employees) labour costs.
I’ve put together a list of the 7 things you need to do that are underpinned by the two core pillars of social media strategy: 1: Know what your audience wants and 2: build your strategy around your audience. Never assume you know what an audience wants – a lot of it comes through discovery, reaching out and importantly building content that engages people.
Take a look:
Post content that is relevant: don’t waste time on posting content that may be completely irrelevant to what your audience expects and that is in line with your business offering. For example, don’t post your own political opinions if your business offering is financial consulting services or you run a food truck! Also, not many people necessarily want to know what you got up to at midnight on a Friday while out for drinks! Post content that is relevant to your audience and try, where possible, to ensure it is engaging to get an audience conversation going
Engage your audience: always try and ask open ended questions when you post content. This enables your audience to engage with you and post comments on your various pages. If you hold a Twitter account make sure you ask for #retweet (you would be surprised how quickly asking for a #retweet can get more audience growth going) because what you want to achieve is audience build off the back of the people who may be following you. Keep in mind you have the people who you are directly in contact with and then you have the secondary audience – those who follow your followers
Be consistent with your posts. Get yourself into a posting cycle whereby you know what you are going to post and at what time of the day to maximise audience views. For example, if your primary audience are at work between the hours of 9am – 5pm then you may want to have a post cycle before they leave for work or when they get home. If you run a local food business and your audience is local then your post cycle may be at the beginning of the week and include specials to draw people in. In other words your post cycle should be consistent and mindful of your objective – which should (majority) be to monetise and convert your followers to a sale. Getting a post cycle going also helps with your own time management
Create opportunities to share: always make sure you provide opportunities for people to share and like your content. If you have a business website then make sure there are working links that enable people to move between your content platforms – in other words if you post a blog make sure you have a like, share or tweet button on the page.
Be responsive to comments: always positively engage with your audience and if someone posts a comment make sure you acknowledge it or even post a response. This can create a loyal follower – someone who will then go on to consistently comment, like or share your posts.
Always go for quality over quantity: make sure your content is of a high standard. There is no point in posting a picture of someone or something without necessarily providing the content. Most people come to a site or a social media page to learn something or to be inspired so make sure your messages are clear and of a high quality.
Understand your audience through data: always take the time to ensure you look at the data because data does not lie. Facebook has a feature for page administrators that enable you to see where audience is coming from down to the age and gender breakdown. The feature can also give you an indicator of what posts have the most audience engagement reach. Google Analytics is a free analysis tool that can also show you what is tracking between your various pages. The reason why it is so important to understand the data is because if you don’t you’re actually just blindly managing things!
There are of course many more things you need to be doing but all start with the two pillars – know what your audience wants and then build a social media strategy around it. EntreHub runs special workshops that unpacks what you need to know and why. Take a look and consider registering for one HERE. And, of course, make sure you share this post with your networks!
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