Free Social Media Strategy Course Part 1: Status quo and setting goals

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Welcome to part 1 of our Free Social Media Strategy Course. Today, I would like to show you how important it is to define a starting point, a Status Quo for your Social Media efforts and then set goals to keep you on track to success. These two first steps will help you to keep track of your results, show you if your strategy implementation is working, which aspects of it are working best, and what doesn’t work and needs to be changed.

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Free Social Media Strategy Course Part 1: Status quo and setting goals

  1. 1. jupit er-labs.com http://jupiter-labs.com/free-social-media-strategy-course-part-1-status-quo-setting-goals/ Maria Haase Free Social Media Strategy Course Part 1: Status Quo and Setting Goals Social Media Strategy Course Part 1: Status Quo and Setting Goals Welcome to part 1 of our Free Social Media Strategy Course. Today, I would like to show you how important it is to def ine a starting point, a Status Quo f or your Social Media ef f orts and then set goals to keep you on track to success. These two f irst steps will help you to keep track of your results, show you if your strategy implementation is working, which aspects of it are working best, and what doesn’t work and needs to be changed. You have to remember, a Social Media Strategy, just like any plan, is not and should never be set in stone. It is important that you measure your results, so you know what is working and what isn’t. Then adjust your strategy accordingly. Bef ore we start with all the details, I just want to remember you to please sign up for our newsletter (just enter your email address and your name if you wish on the right in our side bar and click subscribe to list). That way you won’t miss any parts of our f ree Social Media Strategy course that will give you more hands on advice and valuable tips, insights and even free downloads (like the Social Media Stats Sheet below). So lets get started…. To be able to measure your results, you need to know where your starting f rom: 1. What is your Social Media Status Quo? The f irst thing you need to do is to take a snapshot of your current Social Media ef f orts. 94% of companies say that they are using Social Media as part of their Marketing strategy, but that does not reveal how much ef f ort they have been putting into their Social Media activities. I am sure, you are not starting f rom scratch either. It is essential that you record your starting point, so you can measure your success and set realistic goals tailored to your business and industry. So here is your To-Do List: a. Create a Folder on your Desktop titled “Social Media + Current Date” b. Make a list of all Social Media platf orms that your
  2. 2. company has a prof ile on (active an inactive), including usernames and passwords c. Create a document f or each Social Media platf orm with the f ollowing inf ormation: Username and password Date the prof ile was created Number of updates (if possible, otherwise, take an educated guess) Take several screenshots to show the look and f eel of your prof ile Number of f ans/f ollowers/f riends Number of interactions f rom your f ans/f ollowers in the past 30 days (including individual numbers f or comments, likes, shares, retweets, f avorites, +1′s, and other f orms of interaction Approximate response time to questions, comments and f eedback (did you know that 42% of customers complaining on Social Media expect a response within 60 minutes?) Traf f ic that has been sent f rom this Social Media platf orm to your website If possible, conversion rates of Social Media traf f ic per platf orm Here is a spreadsheet that can help get you started. Download our Social Media Stats Sheet for free! Remember: You can only track how ef f ective your Social Media Strategy is, if you have def ined a starting point. 2. Setting Goals for your Social Media Strategy I have a love-hate relationship with setting goals. On the one hand, it is essential that you set goals, so you can track your results, adjust your strategy and most importantly, make a budget and other f inancial decisions based on your estimates. This is great and totally in line with analytic-obsessive personality that prompts me to check my Google Analytics account every 3 minutes. Goals are also a great way to get and stay motivated, if you are in any way like me and give yourself high f ives when you can check something of f you list! But there are also quite some aspects that make goals less f un. If you don’t reach them f or example. This sucks, especially, if you based your f inancial planning on your goals and your miscalculation is causing a nasty ripple ef f ect through your whole organization. That’s why it is crucial to set your goals in a strategic and smart way – and here is how: a. Divide up your goals in short, medium and long term goals. In regards to Social Media, everything is pretty f ast paced, so your short term goals should be 4-8 weeks, medium term goals about 3 months and long term goals about 1 year. This is important to not lose motivation and to structure your strategy. However, keep the big picture in mind, especially if you are integrating Social Media with an existing Marketing plan. b. Divide each of these goals into actionable steps. Here are some examples: Short term goals: Create a strategy; create coherent and well designed Social Media prof iles on x number of platf orms; produce x number blog posts, videos, and other f orms of content; increase number of Followers/Fans; establish an editorial calender; etc Medium term goals: Integrate Social Media with existing Marketing Plan; increase engagement by x%; plan
  3. 3. giveaways, contests; link-building and SEO (which position f or which keywords); reduce response time by x minutes; etc Long term goals: Increase conversion rates by x%; increase Social Media ROI by x%; hire a Social Media Manager; etc. Big picture: Take over the universe; etc. c. And f inally, the most important aspect of setting goals: Make your goals measurable! Treat your Social Media goals like your f inancial goals. You would never dare to present your shareholders a f inancial projection that in the coming year you plan to grow. No, you need to add specif ics. You will tell them that your revenue will go up 10% and your costs will go down 3%. This makes you accountable and accountability adds pressure and pressure helps you get things done! It’s as simple as that. But how do you come up with these numbers? No, you don’t just pull them out of you know where… Do your research. Check our your competition. Watch how many new f ollowers they get every month. What’s their engagement like? Obviously, in the beginning, all you can do is give rough estimates. But over time, your goals should be more and more on target. Also, just like your strategy, your goals can and should be revised throughout the year. Social Media is changing so f ast, holding on to your strategy and goals f or an entire year is f oolish, but this is probably not, what your Accountant wants to hear. May be you can print out this article f or your accounting department and add this to your yearly budget projections? However, if you are very f ar of f your goal numbers, check and see if your goal is truly viable. If it is now, stop wasting time and resources on pursuing this goal. For example, it happens occasionally that a Social Media platf orm looses its momentum and people stop using. Just think of Friendster or MySpace. Or you discover that your target market hangs out at a specif ic Social Network, but does not participate and only watches passively. Don’t be af raid to cut your losses and f ind a more suitable network to achieve your long term goals and, eventually, the big picture. Thanks f or reading all the way to the end! I hope this advice helps you get started with your Social Media Strategy. In next week’s part of our f ree Social Media Strategy course, I’ll show you how to find your Target Market and decide which Social Media Networks are right f or you. If you haven’t done so, please sign up below for our newsletter, so you don’t miss any of the f ollowing parts of this f ree Social Media Strategy Course. Thanks and f eel f ree to share this free resource with your friends! We’ll be sending out our Free Social Media Strategy Course updates every Monday over the course of 12 weeks. Stay tuned and sign up below so you don’t miss any part of our 12 Step Social Media Strategy Course. Jupiter Labs Tips and Tricks Sign up f or our latest Social Media Tips and Tricks now!Spam f ree (because we don’t like spam either!) * indicates required Email Address *
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