A strategy is ‘the practice of figuring out the best way to get from here to there’. It’s impossible to consult a route planner without being able to give a destination. Many social media efforts out there don’t know where they’re headed. Getting likes is connections is only the first step.
The goals a company chooses for its social media strategy are highly individual and dependent on that company’s unique situation. Goals should always be connected to the business side of things. A strategy that doesn’t help the long-term growth of the business is a hobby. Social media can help with a lot of these. From establishing a new distribution channel to gaining more insight into target-group. A good set of goals comes down to these points: A good mix between external (new distribution channel) and internal (rejuvenating the company) Goals should come from more than one department. The goals should be organized into short-term, middle-term and long-term.
Most of the industry’s approaches to social media in the last few years have been led by technology or platform hypes. “Do we need to be on Pinterest?” is asked by companies all around the world. Thankfully, we’re seeing a lot more right answers to the question about the relevance of Pinterest in the form of another question: “Depends. Whom are you catering to? This shifts the focus to the right viewpoint: people/clients/customers.
There are a ton of ways to approach this, and which way is the right one depends heavily on the client’s preexisting knowledge and materials. If the client already has a pretty clear picture of its target groups, we can go ahead and focus on the target groups’ digital behavior and preferences in communication.
When a set of target groups is roughly defined, it’s time to dive deep into everything there is to know about each target group. We usually pull data from three types of sources: client data, desk research and listening. It informs the kind of conversation (content) the client will have on the social web and where it will happen (platforms) We try to get our hands on every study available out there that is remotely connected to the target group and/or the market of the client.
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Social Media Strategy Framework
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Create Successful Social Media Strategy In 8 Simple Steps + [Infographic & PDF]