5 Steps to a Winning Social Media Marketing Plan
This article provides a 5-step process for creating a winning social media marketing plan. It provides tips to improve your
chances of success in implementing a social media campaign,
which lays the foundation for executing a winning social media
What is the single most important action you can take to improve your chances of success in implementing a social media campaign? Create a well-researched and carefully thought out social media marketing plan, which lays the foundation for executing a winning social media campaign. Although there is no concrete roadmap to crafting an effective social media marketing plan, there are guideposts that can direct you along the way. The following 5 Steps provide the guidance you will need to develop a successful social media marketing plan.Step 1: Establish Definitive and Measurable Goals. Social media marketing goals include, improving brand awareness, search engine rankings, relevant site traffic, and conversions performance (e.g., sales for a product or service), as well as reputation management and engaging with consumers.
The challenge for some of these goals, such as engaging with consumers, is to make them specific, measurable, attainable, realistic, and timely (SMART). In addition, objectives must be established for each type of social media platform in order to maximize results. The following are examples of SMART goals for four popular social media platforms: blogs, microblogs (Twitter), social networking sites, as well as image and video sharing sites:Blogs:
Social Networking Sites:
Step 3: Conduct a Competitive Analysis. What are the trends in social media (i.e., which platforms are growing, which are declining?). What needs are not being meet by your competitors? Who will be your main competitors? What are the best practices in social media marketing? Conduct a SWOT Analysis, identifying your company's strengths, weaknesses, along with the opportunities and threats in the marketplace and economy.Step 4: Design innovative strategies. Select the optimal social media platforms to reach your target market. Then, construct a specialized strategy for each social media platform to achieve the tailored goals for each platform. Each social media medium has distinctive features and means of communication. For example, a corporate blog strategy will differ markedly from the strategy you use to achieve your goals on social network like LinkedIn. In other words, a one-sized strategy doesn't fit all.
Hence, you must adjust the
following 8 C's of the Social Media Marketing Mix for each social media
platform. Here are some suggestions on how to accomplish this feat:
Step 5: Monitor, Measure, and Tune. Accessing your progress, then tune your marketing plan based on the feedback to optimize goal achievement. Reevaluate and adjust your social media marketing plan to account for the ever changing nature of consumer tastes and the social Web. For example, if the number of viewers and subscribers to your blog are declining, you can adjust your content to more closely match your target market's interests. If the number of comments on your blog posts is declining, you can adjust your strategy by asking a question at the end of each post that inspires people to respond. In short, planning and executing a social media marketing campaign is a never ending cycle. You should constantly monitor and tune your strategies to maximize the impact of your campaign.
For more information and resources on planning social media marketing campaigns, be sure to visit my blog at www.SocialMediaMarketingResources.info.
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ABOUT THE AUTHOR
Melissa Barker is a social media marketing specialist at Siber Systems and coauthoring the first social media marketing textbook for South-Western Publishing.