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Getting things on paper (or rather, a digital document) is an obvious but essential step toward meeting a goal.
But, sometimes marketers tumble into projects instead of planning out what we want to achieve and how we’ll get there.
Social media marketing is no exception.
You need a documented social media strategy because:
The takeaway is clear: creating a documented strategy focused on processes and goals will improve your results.
And with this post + template, you’ll have everything you need to plan your work and work your plan.
Plan your strategy as you read this post to make the most efficient use of your time. Download the kit that complements this post now to get your free:
Get ’em all now, and then let’s move on.
For the purposes of this post, we’ll work with the following definition:
A social media strategy documents how a business or organization will plan, execute, and measure all social media marketing activities.
Throughout this post, we’ll elaborate and expand upon what exactly this means.
Before we jump into planning, let’s make sure your toolbox is complete. We recommend using the following types of tools:
That’s all you need to put this post into practice. Now, let’s get started.
Which networks should you be on? Should you have multiple social media accounts for certain networks?
You should be on the same networks as your audience. Throwing content at channels where your audience is inactive is about as effective as shouting your message in a crowded room.
Make a list of three to five networks that are clearly popular with your audience. Don’t get too big a list; remember, you are going to have to maintain content on these.
There are several ways to find your audience on social media:
If you have a website or blog, there’s a strong possibility that your audience is already sharing your content.
You can track the traffic they direct back to your website through the free Google Analytics Custom Report in the kit that complements this blog post.
You’ll see exactly which networks give you the most traffic to help you focus your efforts on the social media that are already naturally generating results.
You and your competitors are after the same audience on social media.
Choose 5–10 competitors, then search for them on all the major social networks (Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google+, and others you may be on).
Write down their number of followers on each network to understand on which social networks your own audience may be most active.
The next step is to monitor your competitor’s social engagement.
Figure out which types of content appear to be working best.
Look for posts like the following that are grabbing the attention of your competitor’s fans.
That could mean:
Yet another way to find your audience is to experiment initially with paid promotion. All of the major social networks offer advanced targeting to help you strategically share your social media messages with the right audience in exchange for payment.
As a test, you could set up social profiles for every network and use their native paid promotion capabilities to find your audience. Review the results of each networks’ analytics, and continue using the channels with the biggest results.
Here are some resources to help you get started:
Different social networks may attract different demographics who are still part of your target audience.
It’s important to identify those differences so you can adjust your content based on what your target audience wants to see on each channel:
Once you know where your audience is, hold those networks up against a list of qualifications to see how high they should be in your “triage” list of networks to focus on.
Isolated networks are only going to add to your workload because you can’t consolidate your efforts with tools.
Find at least a few key social networks that connect with the tools you are already using to help reduce workload. Some examples include Facebook, Twitter, LinkedIn, Pinterest, Google+, and Tumblr.
Order your audience-preferred networks against a list of qualifications like these. This way, you know which networks you absolutely must focus on (and perhaps spend money for promoted posts).
Decide if you’ll need more than one social profile on a single network. This might be because:
We also have a Twitter account just for the content and discussion found on the CoSchedule Blog.
Then, of course, there is the CoSchedule twitter account, which has some of the same content, but is also used by customers with tech support and product updates.
How you’ve created your brand—whether it’s product-based or your own name—will determine whether or not your audience only wants on-topic content or whether they appreciate your vacation updates.
If you have more than one social profile, be sure that you have the tools to manage each profile, and that you aren’t breaking the terms of service at the network that might govern that behavior:
In the same way, you should do your best to capitalize on your strengths when it comes to setting up your blogging methodology, do the same for your social media strategy.
If you’ve done your homework right, your content marketing is highly focused on the topics your audience cares about, and the social activity from your own content will reflect that.
Curation of outside content is where some of us go off the rails with on-topic social content.
It’s easy to forget that your own personal interests outside of your audience niche may not be really relevant for your branded social media properties unless you’re a celebrity of some sort.
Write down, in one sentence, what your brand is about. Make it general (e.g. shoes). Then, break it down into the sub-topics (e.g. running shoes, jogging tips, healthy recipes, budget).
This list should look very much like the categories you use on your blog, and all curated content should be held up against this list to see if it fits. If you find content you want to share that doesn’t fit, then put it over on a personal profile.
An exercise that works well for this is to write down the top three topics you’d like to cover in a horizontal line.
Draw circles around each topic, with some overlap between circles to create a type of Venn diagram among all of the topics. Brainstorm a subtopic for each of the intersecting areas, then use these words as your foundation for curating content that your followers—and your brand—will love.
It’s important to know why people choose to follow you (instead of just watching cat videos).
Create a survey link and ask your audience why they follow your social media channels. This could be through an email, or you could include the link in a social media post.
Some questions to add could be:
Your social media content should target the intersection of your brand or blog’s purpose and what your audience cares about:
This is more ongoing than the previous two (which I generally revisit periodically throughout the year). You’ll regularly be sharing outside content, and so you need to actively plan where and when you’ll publish.
Remember, you must stick to your topic!
If you use an RSS reader like Feedly, consciously collect feeds that fit your categories. Then, plan a content curation schedule:
If you don’t have the equipment or the chops for making great videos, YouTube is probably not the place for you. Ask yourself questions that help you discover what you’re best at creating:
The idea here is to find your natural strengths, both in talent and resources, when it comes to the content you can create for social media.
Think of more questions, if you can, and as always: Write it down.
Think of brand voice as your personality, and tone as your emotion. This video explains the difference:
Social networks are heavily image-driven, so you will need to plan to include some.
Social media, particularly if planned on an editorial calendar with other content, will have campaigns. They might be centered around events, holidays, promotions, Twitter chats, or a random whim, but you will have campaigns.
Not everyone wants the exact same results from social media, and knowing this beforehand matters. Write down what you want in general (i.e. “more traffic”). Then, write down what you want in specific (i.e. 2,000 page views each month).
Why do both?
You start by writing down the big picture idea. This helps you get a general approach in mind. You will revisit this a few times a year, just to make sure that is what you still want.
You will revisit the second part each month—writing down a specific goal.
This is what you will use to actually measure whether or not you’re hitting that big picture goal, and it’s also what you’ll adjust and use for A/B testing, increasing the measurable goal, and so on.
Until you define your goals, you don’t have any. Until you understand your ultimate destination, you’ll end up anywhere. And until you get a specific measurement to use, you won’t know what adjustments to make along the way.
All three steps (defining a goal, painting the big picture, listing the specifics) are necessary.
The first step in your goal setting process should be to determine your business objectives.
These are overarching benefits to your business that social media marketing can help achieve.
An example of a business objective might be one of the following:
Now that you know what your business objectives are, you need to figure out how the social media goals you’re going to set will help affect your business objectives.
This chart may help map social media goals to business objectives:
Before you begin, let’s clarify the difference between KPIs and goals:
Now that you know what networks you’ll be on—and the ways you’ll be using them—it’s time to make the plan.
Use an editorial calendar for planning your social media. It’s the best way to make sure everything happens when and how you want them to.
As you get started, it’s good to understand your commitment and how you’ll post consistently to grow your following.
This data will help you know exactly how often to post to each of your networks:
Or follow this visual guide:
Set up a social media publishing plan to help you share a specific piece of content the best way possible, taking into account social network norms for sharing the same piece more than once.
We’ve talked a lot about how to approach when you ought to publish social media, and it’s even built into CoSchedule.
The big takeaway here is that publishing more than once is the best approach, particularly for a network like Twitter.
Some news feeds cycle quickly (Facebook, Twitter), while other networks (like Pinterest) function less like a flowing river and more like a bulletin board where people bring old things to the top again on their own.
Successful (and serious) social media strategy must include a budget to promote your posts on social networks. However, going into any expenditure without knowing where the budget line is drawn is a super bad idea.
You might be new to paying for social content, and have no real idea what it will cost. That’s fine!
Simply start with an amount you are able to absorb into your content marketing budget and begin learning.
As you figure out what works on each network, you’ll use your budgeted dollars better than you do at the start. But you first have to start, and you have to set a limit.
Once you hit the limit, evaluate. Check what’s happened against the goals you set earlier.
We all approach social media a bit differently.
But the key point I hope you take from this is that you need to consciously ask a few questions about what you want, how you think you should get there, what success will look like and then…write it down.
Plan it out.
This post has been edited from its original version for comprehensiveness.
June 27, 2018
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