Social Media Strategy

Guidelines on how to improve business’ brand awareness, improve content and to help drive consumers through the sales conversion process.  While maintaining a crisis management system for social media.

The 3 Phases

Phase 1

  • Choosing your Social Media Sites

As each business is different, so to is choosing the right social media site for your business.  Some businesses that sell consumer products fit nicely with Facebook and Twitter.  Some businesses that sell services would be suited to LinkedIn and Twitter.  You need to decide what social media platform suits your business.

  • The Social Media Facelift

Designing or redesigning social media sites is the most important part of your business.  Carefully prepare a plan for your unique design.  Look at it from the customer’s point of view – what makes you different?  Are products easy to find?  How many clicks to get to the product?  Does it take more than a minute to buy the product online?  Where can I go to get more information about products or services?  Will customers be happy to receive offers?  Answer these questions and you take a step in the right direction in being able to generate sales from these sites.

  • Determining Your Goals or Objectives

Businesses need to decide what goals or objectives they want to achieve on social media sites.  Here are some suggestions.

  1. Increase followers, likes by 20%-30% in the next 6 months
  2. Generate sales from social media site by XX% or $XX
  3. Increase brand presence on web
  4. Increase traffic to site
  5. Increase in store sales

Phase 2

  • Systems for customer service, crisis management and monitoring sites

Design a Customer service system that involves Top 10 FAQ, Top 5-10 ways to manage a PR crises.  A good starting point is to design a Decision Tree to see whether someone answers, who answers and when for the business to answer fan questions on social media sites.

Monitoring of sites includes training staff to check comments left by customers and to remove ones that breach the house rules.  The advantage of this is that it aids in covering staff holidays and PR crises.

Another option is to hire a company that specialises in monitoring comments on social media.  The advantage of this is that they can run 24 hrs a day.  But it will cost.

  • Listening

This is where most businesses fail when using social media.  Listen to people’s issues, opinions and needs.  Understanding this type of information will help decide how you can contribute to conversations and contributions.  Respond quickly to your customers, followers and likes.

  • Attracting customers and retaining them

You can attract customers and keep them through things like introductory offer discounts, building loyalty programs, contests, sweepstakes, business openness, giveaways, samples, etc.

There are several things that businesses need to do when applying this.  Listen to your customers, make sure that your product or service is of value and benefits the customer, build a relationship with them and focus on the customer.

  • Content Timeline

Develop a content timeline for your social media sites.  This will help you to co-ordinate the content delivery to social media sites for a time like for the next 6-12 months.

It’s advisable to keep your content to about 10-15% self-promotion.  Good consistent content is key.  Your content is what differentiates your business and helps build it through the community.

  • Site Delivery maximization

Determine which social sites to deliver content to maximize Phase 3.  You need to deliver a mini plan for each social media site that the content is going to appear in.

Include mobile devices in your planning.  It is important that some website features don’t work on mobile devices.

  • Business Development

The business should have  incorporated a mailing list of customers  from your “Followers” and “Likes” who would like to receive offers.  Use this to develop your business and product or service.  It’s all about the customer needs.

Phase 3

From the setting of your goals and objectives, the business is able to decide success and/or measure them.  Examples:

  • Increased Followers, Likes by 20-30% in the next 6 months
  • Generate sales from social media sites by XX% or $XX
  • Increase traffic to site
  • Increase the business presence on the web
  • Increase in store sales

Measure this by the use of social analytic tools (there are several free software that can do these functions) and there’s software available to post content to all the social media platforms that you have.

Thanks to the following people who helped inspire this:

Ron Jones, Anna Lingeris and Matt Wilson


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