Crafting a simple social media strategy
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A basic outline of setting up a simple social media strategy for Social Media for Social Good, Glasgow 2014
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Crafting a simple social media strategy
- 1. Leah Lockhart @LockhartL Crafting a simple social media strategy Social Media for Social Good December 5th 2014
- 2. Define your purpose and goals
- 3. Take stock of your current online activity
- 4. Design a content strategy
- 5. Analyse
- 6. Keep yourself under review
- 7. It’s been good meeting you @LockhartL leahlockhart.me relatelab.co.uk leah@relatelab.co.uk
Editor's Notes
- Start offline Think about what you want to achieve by using social media. Is it awareness raising, better relationships, increased visits to your website, etc? Different goals mean different ways of getting to them! Start by writing down a few goals. Make sure they are specific, realistic and something you can measure to see if you are making progress over time. Idea: start at the end. Think about your goals by starting with what it would look like at the end and work backward to try to figure out how you will get there. Make sure your social media goals align with your overall organisation business plans or goals, marketing and other communications plans.
- Assess how your current web and social media activity is going, assess if it is working for you and check in with how you might change tactics to align with your updated or new goals. Check out who you are connecting with, who is connecting with you and if you are present in the online spaces your audiences use. Who are your competitors or who would you like to emulate? What cool things are other organisations doing? Have a look around to make sure you find all the online profiles representing your organisation. Are they yours? Are they outdated? Do all the links work? Consider asking your audiences which social media sites they use to complement your own research. Try to collect demographic information. Do you carry out surveys? Do you have any website analytics?
- Now that you have a better idea of where you will develop social media presences, think about the content you will be publishing. What type of content will you publish? Think about written content, video, photographs, audio clips- anything you can dream up! Consider whether different content is more appropriate for certain websites. If you’re unsure, have a look around at what other people are doing and search online for social media bloggers, social media news outlets. Where is content coming from? Where you don’t have a unique and interesting story to tell, think about curating content from across the web and repurposing it for your audience. This means you’re helping people discover new information but also that your social media publishing doesn’t have huge gaps in it. What is the governance around your web publishing? Are there any checks and balances or editorial oversight? Don’t forget your organisation’s website! Keep content on your website fresh and use social media to drive people back to your website. Think about how often you will post content. Be realistic but also understand your platform and what frequency of publishing could optimise your content being seen. Remember: if the quality of your content is not great, it doesn’t matter how often you post! Idea: Create a content/editorial calendar. Try to stick with a schedule but don’t box yourself in- leave room for spontaneous or topical content too. A content calendar should help you by listing the platform, time of day to publish, type of content. Consider keeping weekly, monthly and maybe even yearly calendars- this could help you keep a landscape view of your content, plan around key events and dates and help you try to make sure you have enough prep time. Consider using a social media dashboard on which you can schedule content to auto-publish. That way you can create the content ahead of time and set it up to go online automatically.
- Track your progress and successes by analysing the data that comes from your social media and website. Facebook offers performance data through Insights. Third party applications can help you track popular content by measuring click throughs, for example link shorteners Social media dashboards provide detailed reporting (though often it is best through their premium services) Google Analytics can give you lots of useful information about traffic to and behaviour on your website, including whether or not people got there through social media, where they drop off, how long they stay, etc
- - Regularly review what you have been doing- what has worked well, what hasn’t worked, set new goals, check in with your organisation’s goals- have they changed? Are there new social platforms to check out? Have your audiences changed?