Set S.M.A.R.T. goals
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success or return on investment (ROI).
Each of your goals should be:
Learn everything about our audience
Create audience personas
Knowing who our audience—and ideal customer—is and what they want to see on social is key. Also, creating content that they will like, comment on, and share. It’s also critical if they want to turn social media followers into customers for their business.
First of all, try creating audience/buyer personas. These allow you to think potential fans, followers, and customers as real people with real wants and needs. In conclusion that will allow thinking more clearly about what to offer them.
Gather real-world data
We also don’t make assumptions. Think Facebook is a better network for reaching Baby Boomers than Millennials? Well, the numbers show that Millennials still outnumber Boomers on the platform.
Research the competition
Our competitors are already using social media—and that means you can learn from what they’re already doing.
Conduct a competitive analysis
A competitive analysis allows us to understand who the competition is and what they’re doing well (and not so well).
This analysis will also help us to spot opportunities. For example, maybe one of our competitors is dominant on Facebook but has put little effort into Twitter or Instagram. We might want to focus on the networks. Also, where our audience is underserved, rather than trying to win fans away from a dominant player.
Engage in social listening
Social listening is another way to keep an eye on the competition.
As we track competitor accounts and relevant industry keywords, we may notice shifts in the way these channels are used. Or, we might spot a specific post or campaign that really hits the mark—or totally bombs. So, Keep an eye on this information and use to it evaluate our own goals and plans.
Conduct a social media audit
We Examine our current efforts
If we’re already using social media tools, we need to take a step back and look at what we’ve already done and accomplished.
- What’s working, and what’s not?
- Who is connecting with us on social?
- Which networks does our target audience use?
- How does our social media presence compare to that of our competitors?
Once we gather all this information in one place, we’ll have a good starting point for planning how to improve our results.