Powering into June 2013, it’s evident that many brands are now utilisng social media as a strong form for marketing, communications, customer service and recruitment. It’s an arm that is now getting story boarded in from the start as opposed to “tacked on” at the end.
With new shifts in tactical placement it’s becoming noticeably clear as to what’s giving a brand that successful edge in their social media marketing/content/engagement strategy.
Here’s 5 top tips we believe should be understood when rolling out a social media program.
1. MONITOR & LISTEN
Listen prior to any social media activation. The purpose of this process could be to find out what’s being said about the brand/industry/product/service on the social web, identify where it’s being said (eg. Facebook, Instagram, Twitter, blogs/forums etc); who’s saying it? (are there any influencers?); are there popular times in the day/month where conversation spikes/drops? What words are commonly being used when people talk about the brand/industry/product/service? Also find out about the brands sentiment in the social environment (positive, neutral, negative). This will give a brand a “realtime” insight into their digital footprint as well as being able to look back 6 months if required, leading to valuable insights into what’s being talked about/shared. A brand can use this information to construct a social media strategy and content strategy along with understanding your consumer interests and behaviour to help guide your marketing proposition.
2. COMPLIANCE & GOVERNANCE
Ensure you have a social media policy and crisis management plan prior to any social media activations. Mitigating the risks is one of the keys to a successful social media program. Many brands these days compile a compliance and governance handbook or otherwise known as the social media bible. This document may contain information on the following: Escalation process, notice and take down procedure, tone of voice guidelines, engagement guidelines, moderation and guidelines. This document ensures all parties involved are aware and can act accordingly when running social media campaigns/community management.
3. GOALS & OBJECTIVES FOR SOCIAL MEDIA – What does success look like?
When rolling out a social media program it’s important to understand how social media is playing a roll in eg. marketing and what success looks like.
Goals and measurable objectives and the relevant metrics need to be set and tracked/assessed both weekly and monthly. Ensure that you add context to the numbers/outcomes and tweak/change your pathway accordingly, but never the goal.
4. VISUAL MARKETING
A picture paints a thousand words! 2013 is the year for visual marketing. With Facebook changing its design to become more visual on content and Instagram growing rapidly due to it’s visual nature, now more than ever does it give a brand a way to express its story/message through this type of powerful marketing form. Use visuals in your content marketing (on relevant platforms eg. Facebook) and softy brand these with your logo. When posts get shared, your brand gets taken with it therefore increasing brand awareness and impressions.
5. USER GENERATED CONTENT
User generated content can work extremely well as part of a brands content strategy. It usually resonates with the audience, provides insight from the consumer and also saves time in content creation at your end. Be strategic about the campaigns you run and ensure you can capture as much relevant information from your community as possible (but not overkill) through creative campaigns and open questions. The more you can understand your social consumer the more you can build up trust and increase your bottom line.
These are my top 5 tips, and of course, there are many many more! Was this helpful? If you could add in a tip what would this be?