When you start to build a social media marketing campaign, you don’t just charge off and start posting comments and sharing random videos on Facebook. You need to consider your objectives and what you want to gain from social media engagement. You should have a strategy in mind and then use the right tactics to ensure your social media success.
Here are five easy steps to help you succeed with your social media marketing strategy:
1. Understand your objectives. Do you have clearly defined goals in mind for your social media program? What are you trying to accomplish? Increase brand recognition? Build an online following? Expand your mailing list? Whatever the objective, be clear about what you hope to achieve so you know success when you see it. (And remember, selling through social media is not acceptable so don’t link social media objectives to sales goals.)
2. Know your social media channels. Understand how to engage with followers on each social media channel. Facebook, for example, is good to sharing brand information and engaging with customers and prospects. Twitter is good for distributing instant information (it’s been great for those looking for their favorite food truck), and for trending data. LinkedIn is great for business-to-business interaction, especially through the forums. Pinterest is useful for sharing goods and success stories, those “favorite things” that build business. Understanding how your audience uses each channel is the first step to understanding how to engage.
3. Listen first… The biggest mistake most social media newcomers make is diving in before they test the waters. Take time to listen to what is being said before joining the conversation. You want to go with the flow and attract attention rather than act like a party crasher.
4. …then engage. Once you understand the nature of the conversation, you can engage appropriately. For example, you can use blog content to promote conversation with contacts on Facebook, or you can post other people’s content. On LinkedIn, however, you can use the same blog but turn it into a question for use in the forums: “Is this your experience?” “How would you handle this situation?”
5. Measure the results. Set milestones and measure the results. Are you looking for more likes? More followers? More comments? How many new contacts can you now engage with directly, and perhaps promote a separate sales call? Choose metrics that are meaningful to your business and measurable.
Now assess your progress, and your process. Are you getting the kind of quality social media engagement you want to build your business? Are you getting enough social media exposure, in the right places? Identify the weaknesses in your program, make the necessary adjustments and then rinse and repeat. Part of the secret to social media success is consistency and frequency, so continue to engage as often as you can with quality comments and content.