My framework for each strong social media technique contains six M-words: mission, message, administration, medium, metrics, and monitoring.
Each time I have to create a brand new technique, I begin right here.
The remainder of the e-book elaborates on these parts, and here’s a snapshot of every.
Mission
What are the targets? It’s essential to know the targets as a result of they’re the why.
Why is the model or group utilizing social media channels?
I’m not referring to the corporate’s mission; the social media mission ought to differ from the mission of your complete group.
Your social media mission (must you select to simply accept it) is extra like a mission James Bond or John Wick would tackle – an task to satisfy a selected goal.
You should know what your targets are as a way to obtain them.
Your targets grow to be your North Star when confronted with choices difficult your technique.
Having clear targets offers you cause to say “No” to content material or techniques that don’t align with or assist the aims you’re making an attempt to attain through the use of social media.
If not, your content material will lack focus, and in case you don’t know why you’re utilizing the platform, then your viewers gained’t know both.
Utilizing social media simply to be on the platforms is like being a hamster on a wheel doing numerous work for no objective or ever reaching something. In case you don’t know why you’re doing it, then why do it?
Message
What are the tales you need to inform to assist your targets?
Everyone knows the significance and worth of storytelling. It’s the way you create an emotional connection together with your viewers.
It’s a solution to present your viewers you relate to their wants, issues, and priorities.
Nobody desires to take heed to anybody making a degree, however folks will cease to take heed to a very good story. Being constant together with your message is the way you obtain your targets.
The advertising rule of seven states that clients should be uncovered to your model at the very least seven occasions earlier than they make a purchase order.
A colleague I as soon as labored with remarked that you simply, that means workers working throughout the firm, must be sick of a message, like actually need to throw up if it’s important to hear the message yet one more time, earlier than customers even begin to take discover of it.
Thus, your messages must be fixed, repetitive, and laser centered as a way to attain your audiences. What tales are your social media feeds telling?
Administration
What are your processes and procedures?
It’s essential to have a system when posting social media content material, and it must be all written down.
There’s one thing about having processes and procedures written on paper that makes them really feel extra official and formal.
When you could have a course of doc it helps to achieve belief with management and stakeholders.
Once they can see and perceive the method it offers them a glance beneath the hood and demystifies the method, and hopefully they’ll micromanage it much less if that’s one thing you expertise.
You don’t need to put up content material haphazardly. Regardless of how onerous you attempt to stop errors they may occur, and having a course of minimizes these errors.
It additionally helps to attenuate the severity of the errors. Having a course of makes posting content material extra dependable.
Medium
What are your major platforms?
It’s not the amount of social media channels you’re lively in however the high quality of your content material that issues. If the content material is sweet, folks will take discover.
Good content material on any given channel can result in earned media.
I’ve by no means seen an article printed about a company who’s lively in probably the most variety of platforms.
Virality doesn’t have something to do with what platform it’s on and all the things to do with the content material itself.
I believe an excessive amount of significance will get positioned on being on the entire platforms. If the content material isn’t good there’s no level to being on any of them.
Metrics
What numbers are you monitoring?
On the finish of the day information, even anecdotal information, is what tells you if what you’re doing is working.
It’s essential to find out which metrics you propose to trace earlier than beginning, which is why that is an important a part of the technique.
Typically there’s a direct line between your aim and the metric you need to monitor. As an illustration, if development is your aim you’d monitor followers.
However chances are high there’s extra of a dotted line between your aim and the metric you need to examine, it’s much less apparent, like consciousness or pleasure round a brand new product launch.
On this case, you may report engagement on content material selling the brand new product, feedback in regards to the new product and the launch and the sentiment of the feedback, and unbiased mentions of the product and the launch.
While you begin monitoring what you want from the start it’s simpler than going again. Take screenshots of feedback as you see them and report the numbers you want.
This fashion you’ll be able to report on how the subject is doing on social at any second and also you’ll know early on if content material is resonating or not together with your viewers.
Monitoring
Are you listening to your viewers? They’ll reveal loads in case you take note of their interactions on social media.
They’ll offer you suggestions, their present emotional state, their wants, what they need to see extra of in your channels.
Whereas there could be numerous noise within the feedback, additionally, you will discover a wealth of details about how your group feels about you and your on-line relationship with them.
The method doesn’t finish whenever you hit “Put up.”
That’s when the group constructing half begins.
This extract is from Natural Social Media by Jenny Li Fowler ©2023 and is reproduced and tailored with permission from Kogan Web page Ltd.
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