“Pepsi dropped TV advertising for the 2010 Super Bowl after 23 years. Instead they invested $20 million in a social media campaign.”
Social Media Management (SMM) offers a complete service to organisations who are looking to develop an online presence by harnessing social media and incorporating it into their website. Social Media Management understands that many organisations have minimal time and resources, which often means they are jumping head first into social media without a strategy or plan. Like all aspects of business, in order for an organisation to effectively achieve its online and social media goals, a strategy is required.
“Social Media is a powerful marketing and communications tool. But it can’t be approached with traditional marketing and positioning messages. In the Social Media world – chest thumping and “me me me” marketing is the fastest way to send your audience packing.”
- PLAN and create a social media strategy specific to your organisation’s goals and objectives
- IMPLEMENT your organisation’s social media strategy
- MONITOR & MEASURE the impacts social media is having on your organisation against the metrics outlined in your social media strategy
- Provide a report for MANAGEMENT REVIEW that is used as a tool to identify the areas that are working effectively and those that require improvement
- Implement actions arising from the management review that ensures CONTINUOUS IMPROVEMENT of the social media strategy occurs.
• which “space/s” your organisation should enter into (e.g. Facebook, Twitter, Blog, etc)
• why your organisation needs to be in each “space”
• what your organisation is hoping to achieve
• who you want to engage with and attract
• what products and/or services your organisation wants to advertise (Content Strategy)
• how success will be measured.
Companies are often diving in head first without understanding what they are doing. Many organisation’s sole driving force to engage with social media is simply because they are saying “my competitors are on Facebook, I need to be there” without knowing:
• why they need to be there
• what they are hoping to achieve
• who they want to attract.
This results in the organisation getting to the stage where a few months on they say “I have a Facebook and Twitter account, what do I need to do now?”
This is why a social media strategy is so important. It will keep the momentum going and ensure the organisation constantly knows the “why, what and who” relating to their social media marketing. Without the strategy that includes the key elements (what content, which platforms, what audiences are being targeted), companies often waste time in the environment. Organisations need to have that research done first before wasting time in a space.
When your social strategy is aligned to the business objectives, then you know what your benchmark is before you start and then can be measured periodically after the implementation of social media. This makes it easier to measure your return on investment, measure your success from month to month and identify trends to pinpoint what is and is not working.
Having a content strategy is critical. Both a social media strategy and content strategy give direction to your social media objective. It also keeps the momentum going in terms of constantly being aware of:
• what is your organisation promoting
• who are you connecting with
• what are your products and services?
Without a content strategy your advertising may prove to have a negative effect. An example of this is that Twitter itself will punish you for publishing the same links over and over again. You will be classified as a “spammer”. Your followers are not interested in constantly being exposed to “spam”. Make sure that the content strategy is in place so that you’re talking about a variety of things and posting links to different and often third party sites.
It’s about building a community and actually looking at subject matters or areas of interest that people can engage with. The subtle branding is the fact that your organisation is the “content curator” on Twitter as a channel.
The most important and effective way to establish which “space/s” or social media channel/s your organisation should engage in, is to go through a listening exercise. This will allow you to:
• establish what the industry conversation is
• look at your competitors in the space
• look at where people are talking.
By conducting the “listening exercise”, you can define where your money is best spent in terms of those channels. That’s not to say you shouldn’t explore all the opportunities available, however most organisations have a limited budget available.
Do a gap analysis on your competitors. You don’t want to go into a crowded space. Even if people are within that environment, it might be particularly popular but if your key three competitors are already there, maybe you need to look at a separate environment or create an environment that actually going to have a compelling reason for consumers to come and visit.
How do you stand out, particularly if your competitors are in a crowded space? A blog is your pivotal point. That’s where you can originate your message from and have the other social media emanate from there. Directing traffic back to your website and blog allows you to define your style. For example, do you want to make your “space” intellectually stimulating, controversial, or objective? You can then post on Facebook and Twitter but keep the people coming back to your own “space”.
Both your social media and content strategies are all about defining the key criteria and then ticking them off once they have been achieved.
Whether you are a consumer brand, personal brand, small business or not-for-profit organisation, Social Media Management (SMM)delivers unique digital media campaigns and the right social media consulting along with an effective social media strategy.