7 Points to consider when planning your Social Media StrategyMay 13, 2018
Starting a new business? Are you thinking about your Social Media strategy? Well here are 7 important points to consider when planning your social media strategy. There are so many social media platforms out there to choose from (Twitter, Snapchat, LinkedIn, Pinterest, Instagram, Tumblr, Google+, Reddit, Periscope) but what you will find is that almost everyone is on Facebook and is probably the best place to start.
1. Your Customers
Get an understanding of your target audience. What demographic (age, gender, salary, location) do they fall into and which platform is best at targeting that particular demographic.
A new research survey of adults finds that the social media landscape in early 2018 is defined by a mix of long-standing trends and newly emerging narratives. Facebook and YouTube dominate this landscape. At the same time, younger adults (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently. Some 78% of 18 to 24-year-olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. Similarly, 71% of adults in this age group now use Instagram and close to half (45%) are Twitter users.
2. Your Industry
It is really important for you to invest in platforms where you are more likely to reach and engage with an audience in your industry. The same survey noted that 70 % of businesses can’t afford to interact with customers via social media platforms. So take some time to research the different social media channels, how they work and which social media platform is best for your industry. For example, if you’re in the fashion industry, you’d want to focus on Pinterest and Instagram over LinkedIn. But if you’re in the tech B2B vertical, LinkedIn would be the right choice.
3. Your Company
What are your company goals? Make sure your social media strategy is effective and in line with these goals and decide on how you’re going to achieve them. A small startup can use either Facebook, Twitter, Pinterest or Instagram raise brand awareness. A music group may use Facebook, Snapchat, Twitter and Instagram to connect with listeners and post new songs and a large enterprise may use Facebook, Twitter and or LinkedIn to join a conversation and boost brand engagement.
4. Your Competition
No matter how unique your business is you will always have competition. Research your competitors, which social media platforms are they using and have they been successful. Consider if this strategy would work for your business and if so how could you change it to ensure your business is even more successful.
5. Your Product or Service
Differentiate your product from your competitors by creating meaningful content that increases customer awareness and engagement. Create an easy ‘buyable experience’ which appears at the very moment your customer decides they want your product or service. Businesses in the beauty product industry get 38% more likes on Instagram when using pictures showing faces than those without. In the Motor Industry – cars and apparel enjoy an outsized presence on Instagram.
6. Your Goals
What are your primary goals for social media? Do you want to build brand awareness, grow customer loyalty or establish an e-commerce page where purchasing your product or service is an easy ‘buyable experience’? Find a platform that will help you meet these goals.
Instagram doesn’t allow links in posts and won’t drive traffic to and conversions on your website (unless you’re a paid advertiser). This platform is better suited to brand awareness and you will be more visible when you use hashtagging and sharing exclusive promo codes. Goals can be measured by quantifying the number of leads, the traffic volume or the number of likes or other engagement actions received on your chosen social media platform.
7. Your Content
What kind of content do you want to share on social media?
If video or image content makes sense for your business focus on Instagram, YouTube, Snapchat or Facebook Live. If your content includes blog posts, case studies and whitepapers share them on Twitter, Facebook or LinkedIn. If you want to create brand experiences or fun content for brand awareness then Instagram and Snapchat are the perfect platforms for this.
As your business grows, you’ll find yourself expanding into other platforms but until then keep it simple and focus on just one or two.
Thinnk you need help? Contact The Brand Guardian for a chat today.