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5 Keys to an Effective Social
Media Program
KEY 1:
CREATE & COMMUNICATE
YOUR STRATEGY
Everyone should understand desired
social media goals.
They should know agreed upon tactics
for achieving each objective.
...
Communication is the backbone of any
worthwhile endeavor. Each department
and every individual needs an
understanding of t...
• Create a strategy:
- Goals
- Objectives
- Tactics
• Communicate broadly throughout the
organization:
- The strategy
- Th...
KEY 2:
REVIEW COMMUNICATIONS BEFORE
DISTRIBUTION
Review all materials for typos, grammar,
substance, and tone.
* Good quality communications
increase credibility.
* Poor q...
• Review all communications.
- Social networks
- Email
- Press Release
• Create a perception of excellence by
paying atten...
KEY 3:
USE A SOCIAL MEDIA DASHBOARD
Use a social media dashboard:
- Review communications.
- Assign tasks to team members.
- Schedule messages.
- Keep everyon...
• Monitor communications.
• Coordinate efforts.
• Increase productivity.
KEY 3: DASHBOARDS
KEY 4:
FULLY ENGAGE ON SOCIAL MEDIA
Small businesses benefit from
interaction on social media. The social
media manager should…
• Share to build rapport and g...
• Engender goodwill:
- Share information
- Engage with organizations
in your industry
- Thank others for their interest
• ...
KEY 5:
USE ANALYTICS TO
MAXIMIZE ROI
Use tools such as Google Analytics.
Tracking the effectiveness of your efforts
provides talking points around goals and
ta...
• Measure the effectiveness of each
campaign.
• Relay results to internal stakeholders.
• Relay results to potential exter...
THE END
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5 Keys to an Effective Social Media Program

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Not every social media program is a success - here are the 5 crucial keys to help your CMO or social media manager get off to a good start for successful social media programming.

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5 Keys to an Effective Social Media Program

  1. 1. 5 Keys to an Effective Social Media Program
  2. 2. KEY 1: CREATE & COMMUNICATE YOUR STRATEGY
  3. 3. Everyone should understand desired social media goals. They should know agreed upon tactics for achieving each objective. They should be aware: - The responsible party - The team members - The expected spend - The desired return - The actual results KEY 1: STRATEGY objectives tactics measurable results strategy
  4. 4. Communication is the backbone of any worthwhile endeavor. Each department and every individual needs an understanding of their role in reaching the end goal. Communicate goals clearly. Communicate goals broadly. KEY 1: STRATEGY financesalesmarketing
  5. 5. • Create a strategy: - Goals - Objectives - Tactics • Communicate broadly throughout the organization: - The strategy - The roles - The expectations KEY 1: STRATEGY
  6. 6. KEY 2: REVIEW COMMUNICATIONS BEFORE DISTRIBUTION
  7. 7. Review all materials for typos, grammar, substance, and tone. * Good quality communications increase credibility. * Poor quality communications reduce credibility. Review your communications to correct errors and to instill confidence in your organization. KEY 2: REVIEW create review distribute
  8. 8. • Review all communications. - Social networks - Email - Press Release • Create a perception of excellence by paying attention to the details. - Content - Tone - Typos KEY 2: REVIEW
  9. 9. KEY 3: USE A SOCIAL MEDIA DASHBOARD
  10. 10. Use a social media dashboard: - Review communications. - Assign tasks to team members. - Schedule messages. - Keep everyone on the “same page.” - Increase team productivity. Try Buffer or HootSuite for a good low cost option. KEY 3: DASHBOARDS Monday Tuesday Wednesday Facebook Project A Mary Project B Amy Twitter Project B Laura Project B Laura LinkedIn Project A Josh Google+ Project B Amy
  11. 11. • Monitor communications. • Coordinate efforts. • Increase productivity. KEY 3: DASHBOARDS
  12. 12. KEY 4: FULLY ENGAGE ON SOCIAL MEDIA
  13. 13. Small businesses benefit from interaction on social media. The social media manager should… • Share to build rapport and goodwill. • Respond to consumer inquiries. Always resolve customer complaints: • 66% of customers will spend more for good customer service • Negative reviews are 20% more likely to be remembered and shared than a positive review. KEY 4: RECIPROCATE 0 20 40 Don't Know Not Willing 20% More 10% More 5% More Value of Good Customer Service* Customer Spend *66% of customers will spend more for good customer service.
  14. 14. • Engender goodwill: - Share information - Engage with organizations in your industry - Thank others for their interest • Put the customer first: - Respond to all inquiries - Proactively handle negative feedback KEY 4: RECIPROCATE
  15. 15. KEY 5: USE ANALYTICS TO MAXIMIZE ROI
  16. 16. Use tools such as Google Analytics. Tracking the effectiveness of your efforts provides talking points around goals and targets. Results help to garner investor interest. Analytic tools are usually reasonably priced and fairly intuitive. KEY 5: DO USE ANALYTICS
  17. 17. • Measure the effectiveness of each campaign. • Relay results to internal stakeholders. • Relay results to potential external investors. • Use results to tweak efforts and increase ROI. KEY 5: ANALYTICS
  18. 18. THE END

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