Planning or winging it on social media?

Formulating an effective social media strategy is a tricky business. Often the pace of social media developments leaves any documented social media plan in the dust.

The keywords behind any successful social media plan are simple, flexible and adaptable. The mantra of success is providing a framework rather than details that may be rendered useless in a matter of hours. The basic strategy should include goals, customer persona, brand voice summary, selected networks and posting frequency.

Streamline your goals!

In other words, you must delineate what you will achieve, who you are targeting, how your content sounds, where you will be present and how often you will post. So get organized and set goals that are ambitious yet achievable.

picture your target customer

The next step involves creating a customer persona. This gives an insight into who your target customer is. Facebook insights and google analytics can help you find details such as age, gender, location, language, interests, etc. This data helps us determine if our social media following aligns with our target customer. The aim is to freeze on a description of our ideal customer.

set your brand’s voice

Just as our ideal customer has a distinct identity, so does our brand. This distinctive identity cannot be communicated to the customer without having a unique brand voice that belongs to the brand’s personality. We may be funny or serious, conservative or really out there – we each have a distinctive voice; so does our brand.

Having a brand voice says who we are and who we are not. Having a uniform feel throughout all our communications gives the brand a coherent identity and attracts the right kind of target audience to it.

communication that echoes your audience’s sentiments

The idea is to come up with communications that resonate with the ideal target audience. To reach the target audience, we must determine the right networks. Networks that are performing well should be identified using analytics. It is also equally important to identify networks that are under-performing and the ones which are to be avoided.

There may be networks that are good for business but may not currently be on the marketing plan. These should be evaluated and included in the marketing plan. It helps to have a social media scheduling and management platform. They provide services that facilitate collaboration, creating an efficient workflow, and task management.

Post consistently

However, this organizational power shouldn’t stop there; it should extend to posting as well. Maintaining a consistent posting schedule helps establish a constant presence on social media. This consistency is essential to the brand’s identity. Having an intermittent and ad hoc posting schedule harms the social media presence of the brand and its identity by extension.

Cohesion, coherence, consistency and relevance are of utmost importance in the success of a social media plan. So create a framework without getting too specific and have a solid reason behind every move you make on the social media platform of your choice and the rewards of your endeavours will be tangible and immediate.