Starting 2018 on the Right Foot with Social Media!
Companies are allocating more budget to social media, whether to sponsor their publications or to create their own written content, video, audio, infographic or other. All indications point to this increasing in 2018.
But will organizations see a profit following their investment? Some will, others won’t. Why? Unfortunately, there are too few companies today that apply the basics of an effective social media strategy. We’ve outlined a few reminders below to ensure your social media strategy is compelling and successful.
1. See bigger. Social media serves as a function in the overall communications strategy. Each platform (Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, etc.) has a specific purpose. All the activities that take place there must serve that purpose.
Why are you investing so much on this platform? What is the goal of a particular page or account? What would you like to achieve from this? These are the questions to ask yourself before going further.
These goals are too often hijacked in favour of tactical targets such as the number of “likes” or engagement rates. A strategic approach involves business objectives, such as a conversion rate, an increase in reputation or a change of opinion. The evaluation of the effectiveness of a campaign on social media is therefore often done outside these platforms.
2. Hit the right target. Which audiences do you want to reach on each platform? Are they influencers? Or strictly consumers? A wider base of followers? The approach and the evaluation measures will be different.
You have to define targets with very specific criteria. These should come from research or interviews with your target audience. At the beginning of the year, make sure you have a clear idea of the portraits of the people (personas) targeted by each of your platforms.
3. Be human. How will you communicate on social media? Are you going to leave that privilege to the “company” or the people who do it – employees, managers, customers, members? If you are a consumer of social media information, what is your preference? To ask the question, is to answer it. In 2018, companies that want to have a real impact on social media will have to put forward their best resources and bet on authenticity.
As the year begins, and the mad rush of content creation and production resumes, stop and ask yourself the right questions to make your social media activities even more strategic and relevant.