Questions to drive your social
media strategy @markwschaefer 6businessesgrow.com

Hi. I’m Mark. An author.
Blogger. Marketing consultant. College educator.

Undoubtedly, most companies should have
a social media presence today.

So, let’s assume you’re part
of the 95% of companies out there.

You want to do it.
!

You want to do it.
You need to do it.

You want to do it.
You need to do it. You don’t know where to start.

I’m going to share with
you six questions that will help drive your social media strategy.

these aren’t easy
questions

but if you can answer
them, your social media plan will become self-evident.

ready?

okay, here we go.

Can you answer this question?
“Only we…”

This is the most difficult
task in business.

It forces you to figure
out

! why you’re distinctive !
! It forces you to figure out

! why you’re distinctive why
customers love you ! It forces you to figure out

! why you’re distinctive why
customers love you and how you fit into the marketplace. It forces you to figure out

So why do your customers
keep coming back?

because they
love you?

they
emotionally
relate to you?

or they have no other
choice?

If you know your “Only
we”, you’re ready to move on to Question #2.

Can our culture nurture &
sustain a social media transformation?

Budget, content & vision will
not determine your success

Budget, content & vision will
not determine your success if you don’t have a company culture to sustain & nurture this change.

Is your company prepared to
publish?

Take the heat of negative
comments?

Entertain?

Inform?

Are we a conversational brand?
…or could we be?

Here is the business case
for Facebook. Just one sentence. !

Here is the business case
for Facebook. Just one sentence. ! “Come waste time with me.”

This is what people come
to Facebook for.

and this.

So why would they pay
attention to you? !

So why would they pay
attention to you? ! If you’re not already a conversational brand, does it make sense to become one?

It worked for this guy.

It worked for this guy.
(300Million YouTube views and counting…)

Can it work for your
company?

Can it work for your
company? You’ll have to weigh the risk and the investment before you jump in Blend-Tec style.

Blending
iPhones isn’t
cheap!

Where are our customers and
competitors?

This seems like such a
basic question but it is often overlooked.

This seems like such a
basic question but it is often overlooked. Doing just a little market research can be very revealing.

Study your competitors

then ask yourself
this question.

How can
you stand out?

What is our source of
rich content?

You have to do more
than tweet now and then and update your company’s LinkedIn page.

That’s called
phoning it in.

You need a source of
rich content to fuel your social media presence.

You need a source of
rich content to fuel your social media presence. Something that provides real value to your customers.

What’s your fuel
source?

Blogs

Blogs Podcasts

Blogs Podcasts Video

Whatever you choose, make it
!

Whatever you choose, make it
! in-depth

Whatever you choose, make it
! in-depth searchable

Whatever you choose, make it
! in-depth searchable quotable

Whatever you choose, make it
! in-depth searchable quotable and evergreen.

What does success
look like?

Many companies fail to see
results from their social media activity.

Conversations? Sure.

But here’s the thing.

Engagement is not
a strategy.

No matter how much the
“gurus” squawk about it.

Instead, set expectations and metrics
ahead of time.

Instead, set expectations and metrics
ahead of time. Then ask yourself this…

Are those expectations…
!
realistic?

Are those expectations… ! realistic?
achievable?

Are those expectations… ! realistic?
achievable? focused?

Okay, now take a deep
breath.

Let’s Recap

Questions to drive your social
media strategy 6

! 1. Can you answer
the question “Only we…”? 2. Can our culture nurture & sustain a social media transformation? 3. Are we are a conversational brand? Or could we be? 4. Where are our customers and competitors? 5. What is our source of rich content? 6. What does success look like? 6 Questions

That’s a lot to think
about. ! !

That’s a lot to think
about. ! ! But here’s the good news…

Asking these 6 questions will
put you on the path to social media success.

Need more social
media advice?

Are you ready for even
more amazing ideas to set your strategic direction? You can find them in my book, Social Media Explained. Buy the book! Buy it here on Amazon.

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