Your social media strategy plan: Where do you start?
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Transcript of Your social media strategy plan: Where do you start?
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BY MARK SCHAEFER
As seen in:
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When I work with businesses, there is often an enthusiastic attitude about moving on to the social web but...
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...confusion about how to actually get started!
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Hereʼs a 10 step overview on how to move ahead.
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1. YOU CANNOT HAVE A SOCIAL MEDIA
MARKETING STRATEGY WITHOUT FIRST HAVING A
COMPANY MARKETING STRATEGY
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I know this sounds basic but most companies don’t have a marketing strategy!
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Here is a trick to see if you truly have a marketing strategy...
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CAN YOU FINISH THIS SENTENCE:
“ONLY WE …”
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2. ASSESS THE COMPANY CULTURE
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You might be wondering what the company culture has to do with social media success...
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IN A WORD,
EVERYTHING…
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If your company is uptight and conservative, your social media presence will be uptight and conservative.
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If you are open and customer-oriented, your online personality will come across that way too.
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Look at the role of IT, legal, HR and company leadership in this journey...
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ARE THEY READY TO BE PUBLISHERS?
ARE THEY READYTO ENGAGE WITH THE PUBLIC?
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3. SOCIAL MEDIA LEAD TEAM
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If you are in a large company...
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I would recommend creating a team of leaders to oversee the progress of the initiative
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...and address problems as they emerge.
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This is also an opportunity for education and to promote internal successes.
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4. SOCIAL MEDIA POLICY
every companyneeds one!rv
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This provides the groundrules and sets expectations of employees interactions and engagement.
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It should also provide a detailed action plan if something goes wrong.
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5. IDENTIFY SOURCES OF RICH CONTENT
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Content is the catalyst for business benefits on the web
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BUT
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Not all content is created equal.
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Facebook posts or LinkedIn updates probably aren’t going to cut it. You need something deeper. You need rich content.
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This means a blog, a podcast, a video series, or perhaps a combination. What might work best in your company culture?
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6. CONSIDERING SOCIAL MEDIA MEASUREMENT
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ASK YOURSELF THIS:
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“If we meet in this room a year from now and you are telling me how successful
our social media marketing effort has been… what
would have happened?”
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Then, it is up to you to find indicators in your data that demonstrate progress toward those goals.
0
10
20
30
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AND PLEASE...
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Not everything can be measured by something you stick on a spreadsheet!
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7. DEVELOP A SOCIAL MEDIA NETWORK STRATEGY
are you doing this?rv
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If you want your content to IGNITE
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You need to AGGRESSIVELY build your network of people who will
share your messaging.
are you doing this?
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MOST
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COMPANIES
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COMPANIES DO NOT
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DO THIS!
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8. INFORMATIONECO SYSTEM
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Only now are we beginning to look at the actual platforms we need to populate — where will we post our rich content, where will we engage?
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Choosing the right platforms is a very important decision because most
companies don’t have the resources to be everywhere and do it well.
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While it may seem natural to immediately migrate to Facebook
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...or YouTube
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Don’t overlook other sites and even industry-specific platforms.
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Newer options like Pinterest and Snapchat are also delivering real business value.
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WELL, THAT SHOULD GET YOU STARTED!
WHAT DID YOU THINK?WHAT DID I MISS?
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If you would like to delve deeper into this content please
visit: bit.ly/schaeferblog
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