Now that you’ve got your audience and social networks figured out, what are you going to share?
You’ll need to determine your key messaging that both fits with your brand and distinguishes you from competitors.
New platforms and ways of working provide innovative opportunities to engage with your customers in new ways.
Companies that demonstrate an understanding of how to reach and communicate with their customers through social media can develop a competitive advantage in the market.
What is essential, though, is that your social media communications, like any other marketing communication activity, must be constantly evaluated for effectiveness and action taken to refocus as required.
Planning your social media content and measuring its effectiveness can help ensure the success of your marketing campaigns, keep writers and other content stakeholders accountable, and provide clear communication between teams - not to mention organizing your publishing schedule and saving time.As with any marketing plan, you need to identify your target audience, which can include existing and potential customers.Knowing your audience will help you determine what social media channels and types of content are most appropriate for your business.Keep this messaging in mind as you create social media profiles that reflect your brand, and make sure your profile images are sized appropriately for each network.Profile images offer customers a first impression of your business and should be consistent with your brand.Begin by setting clear objectives to establish a benchmark.Look next at how you will control your social media activity; for example, draft a social media policy and clarify acceptable behavior.You can also get a sense of your audience by evaluating which of your social profiles are receiving the most traffic.If your audience has various subsets, depending on the business, products, or services you are promoting, it might also be beneficial to have multiple profiles on some social networks.Finally, the action stage drives your audience to your pipeline of direct engagement to deliver business outputs.However you develop your social media plan, you must recognize that the world of social media is constantly developing, as technological advances drive innovation.