1. Set SMART Goals
Pop quiz: why are you on social media in the first place?
If your answer is resounding “Uhh…” or “Everyone else is on it,” you might have a problem.
The concept of SMART goals has been around for decades, but they are so important to your social media presence today.
In short, brands should set goals that are specific, measurable, achievable, relevant and time-bound.
An example of a good SMART goal for social media marketing would be something like “Well increase our Twitter response rate by 25% by the end of the first quarter.”
Specific: “We’ve specifically identified the social channel (Twitter) and a metric (response rate).”
Measurable: “The response rate can be measured from the Sprout Social dashboard.”
Achievable: “We didn’t make an outlandish goal of say, a 100% increase in 10 days.”
Relevant: “Our goal will have an impact on our overall social media presence, making it very relevant.”
Time-bound: “The goal has to be met by the end of the first quarter.”
Assigning your social media efforts a concrete purpose helps you avoid the trap of posting aimlessly.
2. Identify Your Audience
After you’ve outlined your goals, you need to outline your target audience.
Pro-tip: “everyone” is not an audience.
Maybe it’s prospective customers. Perhaps it’s industry players and influencers. Either way, breaking down your audience will help you figure out the following:
Which social media sites you’re active on
Your posting schedule
The type of content you publish
Your brand’s voice
The information in your profiles
Many brands spin their wheels because they don’t post content that speaks to a defined audience. Spend some time looking at your audience personas, understanding what their challenges are and what brands they already love via social. This sort of competitive analysis can help you understand how your own social media presence can stand out from the crowd.
3. Be Human
This is a big one.
One of the worst mistakes to make on social media is coming off as the faceless corporation with zero personality. In the modern age of transparency, people want to get to know your company on a more personal level.
Many brands today crack jokes and aren’t afraid to talk to their followers like they would their friends. Whereas brands were once lambasted for coming off like robots, a human social media presence has become an expectation among many followers.
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