Brands and agencies challenged with creating a social media strategy that boosts business are often faced with an uphill battle. This is because each company will have different needs, a different audience, and require different tactics for your strategy to succeed.
Social media is not a magic bullet, but there are some general steps that you can follow to ensure that you’re on the strategic path towards carving out your own social media strategy and blazing your own trail.
Jay Baer from Convince and Convert recently published what he calls a “refresher course” in social media strategy. This eight-step process will help you wrap your head around how social fits in to your company. Since we are a social media and web monitoring solution, we have explicit knowledge in steps 2 – 5 (listening and comparing; narrowing focus to awareness, sales, retention, or loyalty*; selecting metrics; and analyzing your audience), but Jay’s advice also goes into a wider perspective of strategic thinking.
* There are more applications for web monitoring than these, but they are the most common.
Social Media and Internet listening can provide you with the information you need to prepare your social media strategy:
- What is being said about us and our competitors?
- What’s being said about specific topics of interest?
- What’s our sentiment look like?
- Who’s saying it?
- Where are they saying it?
This entire process can be intimidating, so sometimes it’s easier to swallow big-picture information in a visual sense. Mark Smiciklas from Intersection Consulting created a handy social media infographic of Jay’s Smart Social Media Strategy in 8 Steps: