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10 Questions to Ask When Creating a Social-Media Marketing Plan

Ever heard the saying “Failing to plan is planning to fail?” That old but wise adage often rings true when it comes to social-media marketing. Creating a detailed, goal-oriented social-media strategy is just as important as having a rock solid business plan.

Kim Lachance Shandrow

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“If your social-media plan is to just wing it, your fans and potential customers are going to know,” says Amy Porterfield, social media strategist and co-author of Facebook Marketing All-In-One for Dummies (Wiley, 2013). Worse, it could turn them off of your brand and on to your competitors.

To attract and engage social-media fans and followers – and ideally convert them into customers – you’ll need to carefully map out a clear, effective social-media strategy. Here are some questions you should ask when building your company’s social-marketing plan:

1. What should my company aim to achieve with social media?

That depends on the type of business you’re in. You may want to use social media to gain exposure for your brand, to directly interact with your customers or to promote specific products and services.

“The first and most important step in creating your plan is to clearly identify your goals,” says Lee Odden, chief executive of TopRank Online Marketing, a digital marketing agency, and author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing (Wiley, 2012). “Next, understand your customers’ goals, and then figure out how your social-media strategy will connect both.”

Odden suggests that you first define how your social-media outreach marketing will provide value to your customers. Specifically, think about how you can use social media to solve your customers’ problems.

2. Who should set up and maintain my company’s social media accounts?

If you’re a small company with few employees, consider delegating the task to a staff member who has a good track record of implementing effective social-media campaigns. If you have a larger company, a qualified employee in the marketing department might be a good fit for the task.

Businesses with larger budgets but not enough experience with social-media marketing could benefit from hiring a social-media marketing consultant or firm, says Odden.

3. Should my company have a presence on all of the popular social-media networks?

As a starting point, Odden advises that small businesses begin with a blog and a presence on just one social network, at least for the first few months. Which network? Find out what by surveying your customers about which platforms they use the most.

The more your company grows – as well as your digital marketing budget – the more social networks you can experiment with.

4. What are the best social networks for small businesses?

Whether your company is large or small, you can’t go wrong with a Twitter account, Odden says. It’s a platform that is easy to learn and use, and you can’t beat the 140-character limit.

Odden also says Google+ is essential to be on, if only to boost your site’s search engine optimisation (SEO). If your company is mainly a B2B firm, you’ll want to be on LinkedIn and Slideshare to reach influencers within your industry. For B2C companies, being on Facebook and Pinterest can be smart.

5. How often should I post new content on my social networks?

Porterfield advises posting on all of your social networks two to five times a day. Your followers visit social-media sites at different times of the day.

“One post a day simply isn’t enough because most of your fans won’t see it simply due to timing,” she says.

To reach more of your followers more often, stagger your posts consistently throughout the day.

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Social Media Could Destroy Your Business. Here are 5 Reasons Why

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6. What types of content should I post on which social platforms?

Certain types of content generally work better on certain social-media platforms, according to Odden.

For example, Facebook, Pinterest, Google+ and Instagram are inherently visual, so striking, memorable images of your products, company events and perhaps behind-the-scenes snapshots of employees at work can be effective choices for those particular platforms.

But text-only status updates on Facebook without an accompanying link also trend well, especially when asking questions.

On Twitter, aim for a good balance of tweeting about your company and retweeting others’ content, including that of your business partners and industry influencers, according to Odden.

LinkedIn is popular for sharing company news, productivity tips and thought leadership articles.

Odden recommends curating a diverse mix of content types (standout photos, short videos, useful links, helpful tips, thoughtful question, etc.) across your social-media platforms to keep things interesting and fresh. When you do, your followers will come back for more.

7. Should I use social media to provide customer service?

Social media is fast becoming the most common way for current and potential customers to interact with businesses.

You can use Facebook, Twitter, Google+ and other platforms to instantly (and publicly, mind you) field and respond to customer questions, order status inquiries, and, yes, even complaints.

8. How can I convert social-media followers into customers?

Porterfield says there aren’t any surefire tricks to earn fans’ and followers’ rands, though some tactics seem to work better than others. For instance, Facebook ads can be an easy, inexpensive way to grow your fan base, increase engagement and collect sales leads. It’s up to you to convert those sales leads.

Porterfield also suggests implementing a cross-platform contest that integrates several social channels, like Twitter, YouTube, Facebook and Pinterest.

Sweepstakes that offer rewards that resonate with your target market can be effective in attracting potential customers. To drive consumers to your online store, for example, you might send a tweet that describes a contest on your Facebook Page with a link to the rules and entry form found within your online store.

9. How can I measure the success of my social-media marketing efforts?

It’s important to continually track your social-media marketing metrics in order to gauge which tactics and types of posts work and which don’t.

Some social platforms offer their own metrics. Facebook, for instance, gives Page administrators access to Page Insights data for free.

These tell you how many people are interacting with your posts. You can use the data to better plan future posts and decide on the most effective ways to connect with your fans and followers. LinkedIn provides similar analytics for company pages.

Use Google Analytics to see how effective your social-media campaigns are at driving traffic to your main website or online store. If you see Twitter, Facebook, Pinterest or other social platforms you’re active on listed as top referrers to your site, your social-media efforts are not for naught.

10. What is the biggest mistake to avoid?

Ironically, the answer here is not having a social-media plan. So, have one and stick to it. “Social media is constantly changing, so you need to be ready to change and adapt all the time as well,” Porterfield says.

Constantly evaluate and refine your social strategy. Doing this on a monthly basis can help you identify which tactics are working and which ones to ditch.

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5 Need-to-Know Social Media Rules

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Which social media platforms do you use and why? Tell us in the comments section below…

Kim Lachance Shandrow is a Los Angeles-based tech journalist who specializes in writing about iPhone, BlackBerry, and Android phones, as well as social media marketing, startups, streaming TV, apps and green technology. Her work has appeared on NBC’s The Today Show, MSNBC.com, NBC.com, and in The Los Angeles Times and The International Business Times. She also consults for Ameba, a Canadian multiplatform children’s streaming TV startup.

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Crisis Management: Fail To Prepare, Prepare To Fail

The secret to a successful reputational risk management programme depends on leaders’ ability to move with agility as they respond to the immediacy and uncertainty of social media-fuelled crises.

Jordan Rittenberry

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The always-evolving communications environment has intricately linked reputation management with the digital world, and executives must now realise that brand perception functions more like a real-time trading desk with 24/7 news, social media and online conversations shaping brand perception without the participation of organisations.

Put simply, managing your reputation must be an active, ongoing strategic investment that starts well before any risk or crisis begins. Plans and procedures will prove useless if introduced as a crisis erupts. Preparedness planning needs to start at executive level with reputation management practices being built into the fibre of every business at every level.

The secret to a successful reputational risk management programme depends on leaders’ ability to move with agility as they respond to the immediacy and uncertainty of social media-fuelled crises, which cannot be overstated as social media gaffes are occurring faster than we can write case studies to learn from them.

Establishing a preparedness programme

Handling a reputational challenge or crisis effectively starts with recognising the warning signs early. With an established programme, guidelines and procedures in place, your organisation can keep its finger on the pulse of conversations. This allows you to begin what’s known as the OODA loop (observe, orient, decide and act), quickly and nimbly during a crisis.

Recent data shows that 28% of crises spread globally within one hour. The very action of participating in a crisis exercise helps build “muscle memory” and organisations that effectively navigate a crisis are ones with detailed crisis management plans that they are familiar with.

Establishing protocols and systems ahead of a crisis, and then testing and training on them provides discipline and structure.

If the first time you’re reading through a crisis plan is during an operational or reputational crisis, you’re going to be behind the curve and with the pace of today’s digital age, it will be hard to recover.

Related: 10 Laws Of Social Media Marketing

Building a digital foundation

In times of crisis, reaching out to those who count the most to your organisation is critically important. This goes beyond determining who has the most followers on social media as people often confuse influence with reach. The former can be defined as the degree to which someone can inspire others to do something.

To prepare, first identify core groups ahead of time: loyal fans, industry influencers, key opinion makers such as journalists and bloggers, and those who aren’t fans. Knowing potentially negative influencers such as those who might be sceptics or critics is equally important as knowing positive influencers.

Consider online monitoring to be your first line of defence to gauge messages about your organisation. When set up in advance, this monitoring provides an understanding of your overall perception and it allows you to adjust quickly to conversational trends.

There is no “one size fits all” content strategy for a crisis. The sooner you can identify and engage with those who matter, the sooner you can begin tackling the situation directly.

Taking control

When you’re at the centre of an unfolding risk, you must demonstrate a strong voice to counteract the forces of social and traditional media that will quickly shape the narrative. Press releases and news conferences are insufficient to meet expectations for content that exists online.

Leveraging strategic content within the context of a crisis forces you to question how you are engaging your key stakeholders and audience beyond a simple text response.

Your owned media properties, particularly your website and social channels, serve as critical tools to provide information that frames the issue from your perspective, addresses misinformation and, if necessary, apologises for a situation with a clear action plan.

Related: Why Your Business’ Social Media Marketing Strategy Is Probably Wrong

Our goal, as a leading communications marketing agency, isn’t to teach an organisation how to simply tweet through a crisis. Rather, we expect our clients to walk away with first-hand experience of working under rapid-fire crisis conditions that mimic an accurate scenario.

There’s a great deal of nuance around effective crisis and reputation management, including what corporate responses are suitable for different crises. Don’t go it alone. Invest in a partner, which has a deep understanding of the complex variables that have a long-term impact on the public perception of your organisation.


Five variables to address ahead of a crisis

  1. Who have we maintained consistent relationships with? You must make friends before you need them. Develop a list of important online and traditional stakeholders and maintain steady communications with this group during the quiet times.
  2. What is your threshold for who is influential? Be aware of the fact that there are people who reside outside your list of key stakeholders who are nevertheless influential and could have an impact on your business.
  3. How quickly does a conversation need to build up steam to warrant a response? The internet and social media now reflect thousands of smaller voices who can find each other and amplify a message. Recognising how conversations gain critical velocity is imperative to gauge when to respond and a crisis partner can help in this scenario.
  4. What is the timing of your response? You don’t always have all the answers and that’s okay. Often, a community just wants to know that you’re listening to them.
  5. Where will you publish a response and notify stakeholders? Sometimes, a response on Twitter, or Facebook proves sufficient, although other platforms such as a website or a blog helps to frame issues more comprehensively. A crisis partner will help determine the best way forward.

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Online Marketing

Why You Should Sort Your Social Media Policy (Like NOW!)

Strong social media policies are needed to prevent such behaviours and should always be considered when setting up and expanding your business.

Entrepreneur

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With 2 billion active users on Facebook alone, sharing our toils, tribulations and triumphs online is becoming second nature. There are, however, downsides to the rise of social media. Habits online have the potential to affect your work and your business if not monitored appropriately.

Recent research combining a survey of 2,000 UK respondents and analysis of work-related Twitter posts has highlighted the behaviours of employees online that could lead to damage for the businesses who employ them. Strong social media policies are needed to prevent such behaviours and should always be considered when setting up and expanding your business.

Related: 5 Tips To Generate Sales Leads Through Social Media

The Risks of Social Media

Lost Working Hours

The average person now spends 25 hours a week online, with almost two hours a day (116 minutes) being used to browse social media platforms.

With so much time being spent online it’s almost inevitable that people will habitually reach for their phone to check Facebook during the working day. The survey research suggests the average person spends 52 minutes procrastinating every day, with most of this time being spent on social media.

Across the working year this amounts to 225 hours lost per employee, a total of 7 billion lost hours from the UK working population of 32,344,000. Failing to set clear boundaries of when employees can use social media in the workplace may cost you a lot in the long term.

Employee Posts

15% of employees say that they have previously shared something negative about their work online, and a further 5% said they would do so in the future. This means that one in five workers think it is acceptable to take to social media to air their grievances with their company.

The volume of tweets found in Twitter analysis that contain negative work-related phrases illustrates how widespread the problem of employees complaining online is. In 2017, 8,186 tweets containing phrases such as #ihatemyjob, #worksucks and #hatework were sent, a 43% rise on the volume of similar posts in 2015.

Related: Make Sense Of Social Media In 60 Minutes

It is not only negative posts from employees that pose a risk to your business – they might also be inadvertently sharing confidential information. Off-hand comments on social media about what they have done with their day may lead your employees to unintentionally reveal information about a client, future plans or other information that you would not want in the public forum.

This could result in lost business if a client feels their security has been compromised or may give your competitors important insight into your working practices, which they can use to their advantage. A clear policy on what is acceptable to post in relation to work will help prevent these risks.

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How Can a Social Media Policy Help?

Social media policies should be issued and explained to all employees. Their purpose is to ensure proper usage of social media, in a way which will not negatively impact on your business.

A social media policy can set out when usage of the platforms is appropriate and what employees can share with regards to your company. The policy may not guarantee adherence, but it does allow you to set out proper practice to all your workers in a clear, accessible format, which can be regularly consulted.

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Is Your Content Golden Enough?

Take a breather for a while and read our ‘gold-to’ guide for best digital practice in business.

So Interactive

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Leading digital researcher, GroupM, suggested in their annual ‘State of the Digital’ report that marketers should convey a brand message “within the first second” of every social video. Not to take the shine off your expectations, but if today’s CMO’s don’t level up and grab consumers’ attention on-play, your video is going straight to the dump heap. No stickiness, no interest, no shares no thumb stopping. Nothing. Nichts. Nada.

Golden content is what we strive for: Videos, podcasts and solid written content with that Midas touch; content that will seize that first second and shake the shares out of it. Take a breather for a while and read our ‘gold-to’ guide for best digital practice in business:

1. Hold it Before You Load It

You know what you want to sell, and you have a strong message to go. Stop right there. Before you dive for the upload button, do the 5-point sense check first:

  • Is this post too long, too short, too strong, too soft?
  • Will the post deliver better results on Facebook / Instagram / Twitter or YouTube?
  • Do I want audience engagement or audience awareness
  • What do I want to get out of this post?
  • What do I want my audience to feel and/or do with this post?

When you’ve answered these questions, and you’re clear about the what’s and how’s then, by all means, take that upload button and give it horns.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

2. Get off The Island: Let Video, Audio & Lit Work Together

One of the great benefits of digital is the opportunity to collaborate your communication in the same post, using audio, visual and literature, to get your message across. When you create a podcast, use your literature platform to support the podcast, with a strong rationale, call to action or written article.

Same applies to video: You should have a transcript or article supporting that video, to better land your message. And if you’re featuring written content as the star attraction (blogs aren’t dead, yet!) it will benefit greatly from keywords, images and diagrams that grab attention – or better yet, a throw forward to a film piece that adds juice. Golden content is not an island, it doesn’t need to live alone in order to make an impact.

3. Get The Experts On Board

From your social media to your online video it is vital that your brand is authentic and in a way that fully represents the values of your business, brand, and offering. Choose the right agency to help you create content that is truly Golden and help streamline that content to ensure it works holistically in delivering your brand message to your target audience.

Working with the right team can make all the difference when it comes to creating above average content that connects with your audience. Choose an agency with experience in creating content that is Golden. Speak to So Interactive for expert advice on creating golden content for your brand.

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