With COVID-19 pandemic impacting various industries around the world, companies are searching means to keep their business up and running. Therefore, business leaders are investing more into social media to promote their products or services. The narrative of turning social media button on and expect direct results is false and can backfire. The key word is ‘strategy’ to have social media work for companies. The real question lies on how to build the strategy and what aspects should be considered. I will be demonstrating the key elements of building a social media strategy and acts as a guide to firms in different sections.
What is a social media strategy?
Some might misinterpret a social media strategy and define it one what they desire to accomplish. To try to simplify it, social media is the big puzzle and other things are pieces that formulate it including goals, tools, tactics, and plans. The strategy is what you are trying to achieve, and all other things act as mean.
Where to start:
Now we defined social media strategy. The next step is how to get the ball rolling. Here are the 4 steps for companies to build a solid one:
- Define your goals:
What are you seeking from using social media in your business? It can range across increasing sales, boosting business leads, reaching a wider audience, strengthening brand awareness, help in recognizing a cause, among others.
- Know your target audience:
As a business, you should be able to know the direct target audience, which are the type of clients you reach out and interaction frequently to create revenues.
What about the ones who share common interest and can be reached via social media? What is the process of their selection? To help you answer these questions, you need to look into the below criteria:
- Interest: There is no point in approaching an audience who has no interest of what you are offing. It will be a waste of time and effort that can be used in other areas of your business.
- Location: The last thing you want as a business is to have an interested client and cannot be reached due to logistics reasons. Therefore, identify the locations of your audience based on your ability to reach.
- Demographics: Which group of people eye on your product and able to use or purchase it. These can vary from age group, gender, occupation, purchasing power, etc..
- Select your social media tools:
Once you know who are you targeting , the next stage is to work upon it and figure out which social media they use the most . This can vary based on age, culture, location among others. Do some research on what the top 3 social media tools are used and you will know which channels should be applied. For example, if you live in the Middle East and targeting GCC residents , you should be aware that consumption of social media such as Facebook, Instagram, Twitter and TikTok had increased as a result of social distancing, according to a new report : “How the Middle East Used Social Media in 2020.
- Measure your work:
This part is where you start posting content on the companies’ social media platforms based on the above three points. You will not be able to calculate the ROI from social media, however, you should be able to work out if your business is impacted positively, negatively, or not at all. This can be done from monitoring the targeted goals pre and post social media activation, after a certain period.
Monitoring is key and servers as a learning curve for your social media narrative. It also allows you to have a feel on what type of content works best and the most suitable timing to reach your audience.
Creating social media strategy is key and provides a clear direction of where you are going. I will be posting in my following blog about the type of content that should be posted to have best the best engagement. Stay tuned! For now, do let me know your opinion, in the comment section below, about the four steps stated above to build a successful social media strategy.