The internet is filled with so many different social outlets that seem to rise and fall every day. So, as a business, where should you invest your time and money?
Obviously it’s impractical for a business to utilize every social media website out there and it’s usually unnecessary. Therefore, a business needs to make a decision and choose an appropriate tool.
One of the most important parts of having a successful social media campaign is drawing up and implementing a structured social media strategy. This model illustrates a 5-step process that is intended to help businesses develop and implement successful social media plans which continuously build and improve upon themselves. The components are: A Direction (Goal), A Target (Target Market), Uniqueness(Differentiator), Technology (Marketing Tools), and Assessment (Feedback). Each component within the model carries an equal amount of importance and is fully integrated with the other four components.
1. A Direction
At its core a goal is the desired outcome you want. To determine your goal you need to figure out exactly what you want to achieve with social media.
Spending adequate time properly choosing your goal is essential. Your goal will essentially end up writing the rest of your strategy for you. It will allow you to build a map leading to what you want to achieve.
If implemented in such a way social media can completely transform your organization and your industry. It can force a fundamentally different understanding of how your organization does business by giving the customer a voice. This can occur now or you can wait till your competitors do it. It’s really your choice.
2. A Target
In order for your strategy to be successful you need to determine exactly who would be interested in participating. When you understand who your target market is you will then be able to determine how to reach them and understand what exactly they value. Once you understand how your target market participates you should look into why they participate.
3. Uniqueness
Once you figure out your goal and who your target market is the question then becomes, Why should someone participate with you and not your competition?
Differentiate yourself. You need to give your customer a completely unique reason to participate with you in social media. There are hundreds of companies competing for your target market’s time. You need to give your target market a reason to pick you.
4. Technology
Finally the question becomes: what tool(s) am I going to use that aligns perfectly with the first three steps? These tools need to be carefully analyzed and selected. Remember, in most cases it is better to focus your efforts to be really good at one tool rather than average at three.
5. Assessment
This step ensures that you have sustained results.
You need to ask yourself: How am I doing? What can I do to improve? Am I fully meeting my customer’s needs? Am I exceeding my customer’s expectations?
You need to ask your customers: How are we doing? What do you like? What do you want more of? What do you dislike? What do you want us to change?