Getting Started : Creating a Social Media Strategy Date
Get focused and identify goals .
Social media is the realm of public opinion and customer conversations. If you don’t have a clear idea of why you are there, anything you measure will be useless. He suggests you begin with the “big three” business objectives of higher revenue, reduced costs, and improved customer satisfaction .
It is better to be extensive in fewer social networks than to spread yourself thin. According to Melander, this is the most common mistake companies make. “Do an upfront analysis and research where the best places to connect with customers are,” she suggests. “It is best to exert energy into a few social tools then to put little time into many.” If a company builds their brand on fewer networks, it is easier to reinforce them with other marketing. Offline promotions can send customers to one network more effectively than multiple outlets. Read more: http://www.businessinsider.com/how-to-create-a-killer-social-media-strategy-for-your-business-2010-8#ixzz1EoW6BOgi
Get attention and reach your audience .
Measuring message delivery in social media is a lot like measuring it in classic advertising, so classic metrics apply. With social media, it is also important to identify how many people see your message as remarkable. That leads to the extra reach of word-of-mouth, commenting, and telling their friends.
Look at your competition. What are they doing online and what networks are they focusing on? Note what works for competitors and avoid their pitfalls.
Decide what voice you want to have in the social space. Some brands choose a strictly professional approach, while others give their posts and tweets a company persona. Determine how you want your company to be perceived and only share information that paints the proper image.
Measure respect and find influencers .
Your task now includes reaching the people who are key influencers, and understanding their impact. Therein lies the multiplier effect. Your message multiplier velocity and reach are the signals that your offerings have the right scope, spread quickly, and resonate with your target audience.
Track the emotional sentiment .
Counting is fine, but analyzing the outpouring of millions of souls can reveal attitudinal shifts. Tracking public sentiment over time provides invaluable insight and gives you the chance to stay right on top of changes in the marketplace and your organization’s brand equity.
Measure customer response and action .
If they read it and like it, do they click through to your web site, or engage with your organization in new and different ways? Action is when people are drawn into a profitable and sustainable relationship with your company . That’s where the money is.
Get the message from your customer .
With the customer in control, you need to make sure you are getting the right message from the right people at the right time. That’s real-time market research, and you need to measure how well you are hearing it and acting on it in your business strategy planning.
Drive business outcomes and get results .
Now it’s time to cycle back around to measuring what sort of business impact your efforts are having. Measure to see if you have an increase in revenue, a lowering of costs, and improvement in customer satisfaction. Then it’s time to re-examine your goals to look beyond the “big three.”
Get buy-in from your colleagues .
Some executives are slow to understand and embrace new communications methods. Use your results to convince them that social media is a vital part of your marketing mix, and deserves the resources necessary for proper implementation and measurement.
Instate a social media company policy. Tell employees about the company’s social media efforts and get them on board. Each of them is a brand advocate and should join the company’s online community.
Be Realistic. All businesses should invest resources in social media. They should also be realistic when measuring results. “Measuring social media ROI is squishy,” Melander explains. “It is very difficult to define how one tweet can effect a company’s product in the marketplace.” While there are resources to measure some social media activity, the results of most campaigns are hard to place a finger on. That doesn’t mean that they’re not worthwhile. Read more: http://www.businessinsider.com/how-to-create-a-killer-social-media-strategy-for-your-business-2010-8#ixzz1EoWlm4LC
Project the future .
Project the future . Start now to look at where social media will be in two to ten years, and prepare for it. Don’t let the changes takes your organization by surprise, or allow your organization to be the last to implement and measure you in the new world.