Social media can be used to help attain a variety of busienss objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.
How will you act like a person, not an entity?
How will your organization appeal to the heart of your audience, rather than the head? Disney isn’t about movies, it’s about magic. Apple isn’t about technology, it’s about innovation. What are you about?
Sample StrategyGoalGet 100 alumni tobuy tickets for thecharity dinner at theend of the month.InsightAlumni association ishosting a networkingevent next week andalso has access to1000+ membersacross social media.StrategySponsor alumninetworking event andinclude regularmessaging via socialmedia as part of deal.
Four Core Stages to Building AndRunning A Digital StrategyPlanningCreationActualisationEvaluation
Measuring Social MediaREACH• Visits/Views• Followers/FansENGAGEMENT• Likes/Retweets• CommentsACTION• Downloads• Sign-Ups
Review• No excuse for not developing digital strategy• Strategy: A plan for obtaining a goal based onthe information at hand• 4 core stages to building strategy: 1) Evaluation2) Planning 3) Actualisation 4) Creation• Digital strategy essentials: Content calendar,cloud computing, project management suite,inventory, playbook, channel mix, social policy,education
Review• Next steps: 1) Build an ark 2) Listen &compare 3) What’s the point 4) Measuresuccess metrics 5) Analyze your audiences 6)How will you be human? 7) What’s your onething 8) Create a channel plan• Future of digital: Simple, immediate, social,integrated, personalized
In conclusion, when it comes todigital strategy, employ theboldness and improvisation ofGandalf. But temper that with themeticulousness and caution of…