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As the number of business buyers on social networks grows, more marketers are jumping on the social media bandwagon. They are creating Facebook pages, sending messages through Twitter and posting videos on YouTube in record numbers. But these are only tools.
The problem is too many marketers focus their energy on the tools and not enough on developing and implementing a sound social media strategy. It's like going on a road trip with a general destination in mind, but no map to get there. You end up wasting a lot of time and gas going down roads that usually don't lead you any closer to where you want to go.
Using Twitter or posting to a blog are all tactics - actions that usually cost nothing but time to start. That's what makes it so easy to start and end with tactics, until you end up on a dead end road out of gas.
Before getting too bogged down in the tools and tactics, companies needs to develop measurable goals and identify their target audiences. Then, it's easy to relate strategies to tactics that connect with your audience in ways that serve your customer's needs and your own.
The following are seven steps you can take to build your own social media strategy:
- Assess Your Market - Will social media work for your business? Your customers? Are the influencers in your industry active online? If no, re-assess in 6 to 12 months.
- Identify Your Goals - What do you want to accomplish? How can social media support your current business and marketing objectives?
- Identify Your Target Audience - Who must you reach with social media to meet your goals? Why? What are they saying/doing online? What social media tools do they use?
- Allocate Resources - Do you have the manpower, time etc. to execute your strategy? Do you need any outside expertise? Do you know how much time it will take per week?
- Identify Tactics and Tools - What tactics and tools best support your goals and your audience? Do you need to develop new content or repurpose existing content?
- Define your Metrics for Success - What are your desired result? What tools will you use to track your results? How long before you see a return on your initial strategy investment?
- Review and Correct Course - Can you identify what is working and what is not? Any processes in place to quickly change strategies? How can you do more of what is working?
Get more great tips on growing your business, your reputation and your bottom line - especially in these challenging times, on my blog: http://www.marketingwithwhitepapers.com
Are you too busy, understaffed or just rather not write the content you need? Check out my writing services at http://www.hammondscopy.com
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Tennis Tactics- Singles Strategy Guide
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