How do you create a powerful, successful social media strategy?
This is the crucial question being asked by business leaders and marketing experts the world over. Almost everyone acknowledges the impact that a smartly planned and executed social media strategy can have. Yet, too many organizations are still not living up to their potential in this critical area.
The key to unlocking your social media potential lies in the definition itself; other media types are usually one-way – think of a display ad or even a billboard – while social media is social. It seems so simple, but it truly is the secret to success.
Let’s look at how to ensure your Social is…social.
A Social Strategy That Actually Works
Having worked with numerous clients on their winning social media campaigns, Moburst has identified a few areas which have an outsize impact on the success of such campaigns.
Set Your Goals
Contrary to what many people expect from their social media platforms, social media can – and should – be used to drive measurable results. We speak of a “successful” social media strategy, but what does that success mean to you?
It could be leads, top-of-funnel awareness, engagement, or thought leadership. All of these can be measured, optimized, and improved.
In this article, Moburst will be referring exclusively to organic social strategy, although it goes without saying that paid social strategy has an integral part to play in any marketing campaign.
Once you have your goals in place, you can begin setting up your social media strategy. The two are inextricably linked; for example, an engagement-driven campaign will be focused on posting material that is easily shareable, appeals to emotions, and is likely to get people to react or join a conversation.
There’s nothing worse than a robotic social media account – and nothing more refreshing than an account that is truly social.
As we already discussed, the key to social media is to keep it social. Be natural; you don’t have to speak exclusively about your product or company. Don’t be afraid to make jokes, or poke fun at yourself, and even at your competitors.
Some of the most popular social media accounts are the likes of Wendy’s and Burger King, whose lighthearted ripostes often go viral.
You want to come across as having a personality – for some industries, like cybersecurity, this personality can be intelligent, well-read, informed, and technical. For others, like a new clothing brand, for example, it might be sassy and unconventional.
Why should someone read – or care – about what you’re posting? This question sounds harsh, and can really be asked of any social media account. But it’s critical to keep asking yourself this question as your content goes out.
Posts that add value are more likely to be engaged with and can differentiate you from the thousands of brands that post content that users scroll straight past – or don’t even see, as they perceive no value in following that particular account.
Each platform has a unique “look and feel.” When it comes to social media, the one size fits all approach is a poor option. What works for Facebook usually won’t work for TikTok, and Twitter is completely different from Instagram.
Your social media strategy should be specific to each platform, with content that fits the platform, in order to avoid users having a jarring experience when interacting with your brand.
Posting shouldn’t be a “fire and forget” exercise. The post itself is only the beginning; the real magic happens as people engage with your post.
Asking questions, commenting, and sharing. You should be there to join those conversations and show users that you care about their negative and positive comments.
Stay on message, and don’t be afraid to choose a key selling point and drive that continuously, rather than diluting your platform too much. Consistency comes out most powerfully in the voice and tone of your account, but it is also important to reinforce this with imagery and videos that are on-brand and on-platform.
Social Media Is Not a Megaphone
Unless you’re Elon Musk, there probably aren’t legions of fans out there eagerly awaiting your every announcement. The positive aspect of this is that you can earn your users’ trust by nailing the elements outlined above.
We can’t emphasize it enough: social media is for being social! Take the time to get into the heads of your target audience, and think about what they would like to hear from you.