3. What will your social content be?
Provide interesting content for your
target audience based on the characteristics you’ve identified. “Choose at
least three topics, but not more than
six,” Wesołowski says.
4. Which channels? Facebook, Twitter, Google Plus, You Tube, Instagram,
Pinterest—there are many to choose
from, but it’s best to focus. “Choose
those channels that you know your
prospects are active on,” Wesołowski
says. “You don’t want to waste your
resources if your target isn’t there.”
5. How will you measure your results?
The most obvious metrics are likes,
retweets, comments and shares, but
these don’t go far enough. While
indicative of something, they don’t
detail bottom-line business effective-
ness. Ultimately, that is what you need
to be measuring.
Turning strategy into action
“Once they’ve determined their target market, businesses need to think
about how often they want to post
and what customers have responded
to in the past,” says Hilary Hamblin,
an advertising and marketing consultant with Momentum Consulting
in Saltillo, Mississippi. She also suggests creating a calendar and thinking
about what you will post each month
and when. “By scheduling posts all
at once you can save time and better create themes,” she says. Finally,
she says, “Businesses need to watch
the conversations happening in their
networks. What do people respond to
social strategy tips from goody pr
Goody PR specializes in cause marketing campaigns, but its social media experience is relevant to other types of PR. Here are Goody’s tips for getting the
most out of social media efforts.
• Identify key selling points for the brand. It’s critical to understand the key
selling points to create a consistent message for your social media strategy.
• Know your audience. Think about who your audience is, where they live
online and what their passions are.
• Develop a keyword strategy. To attract like-minded people, come up with a
keyword strategy that can be used with a hashtag in every tweet or post.
• Find your key influencers, based on your brand and audience, and start
actively engaging with them. Pay close attention to their passions and
tweets. For example, Goody PR undertook an integrated marketing campaign
in late 2013 to promote Comedy Gives Back, a live-streamed, 24-hour comedy
event to benefit the charity Malaria No More. The campaign involved comedians teaching people how to prevent and treat malaria. In this case, the key
influencers were built into the campaign, with comedians such as Dane Cook,
Kevin Nealon, Marc Maron and Zach Galifianakis helping to build interest in
the event and the cause. The event won the 2014 International Academy of
Web Television Award for Best Live Event.
The most obvious
metrics are likes,
and shares, but these
don’t go far enough—
they don’t detail