Maybe by now, you think you’ve read everything there is to know about a good, or heck — even the best — social media plan for your brand or business. On the other hand, maybe you stumbled onto our blog as you are just now realizing there is more to do than just posting that company-wide newsletter to Facebook. In either case, you have struck gold because we are about to teach you how to create a brilliant, winning social media marketing plan in just five steps. Let us dive in, shall we?
This is one of the vastly underused and underrated social superpowers that many strategies skip right over. There are two ways you should be listening. First, create an RSS feed of at least 20 different social media expert blogs and the major social channels, themselves. You want to understand the latest changes, best practices and demographics for each channel. Second, listen to what your customer base and other experts are saying about your industry. You can do this by setting up search alerts in HootSuite or another social management platform.
Based on the discoveries you glean, define goals, channels, metrics, the tools you will use to measure them and, of course, your budget. =
While the Strategy, Weaknesses, Opportunities and Threat quadrant was originally meant for social media’s slightly stodgier cousin — public relations — it can and should be applied to any company starting off, upping its marketing efforts, or going through a rebrand. It’s helpful to think of each element regarding both internal and external possibilities.
Campaigns, hashtags, content types and messaging (including crisis response messaging and plan). Creative and informative pieces of content are key. Give more than you ask for and point to as much original content (housed on your website) as possible.
Measure and tweak every month. Doing it more than this isn’t allowing your campaign to take root and grow legs and doing it less could mean you’re missing out on opportunities to grow and improve ROI and ROE.