Certainly you’re aware of the consistent buzz caused by social media. In fact, you might even have a Facebook page and maybe even a Twitter account, but have you addressed the most important question, which is – should you?
As a businessperson, your time and money must be used strategically to optimize ROI; therefore one golden rule that you need to keep in mind is that everything isn’t for everyone. Consider my business, I have a Facebook page and Twitter accounts, but I don’t engage them much because my customers don’t use those social media tools to locate my services.
Instead, while I maintain Facebook and Twitter accounts as placeholders to secure my business name and related trademarks, I leverage Linkedin and Google search engine to advance my website so that I can connect with prospective customers more effectively.
The point is that knowing your business is the first task to generate success. Secondly, knowing where your audience interacts is crucial before you attempt to approach them. And the key to success with social media, which even holds true for traditional media, is knowing how to engage your audience in the places that they interact so that your targeted audience will want to know you.
If your business is B2C then there is a chance that many of your customers interact on Facebook. I stated that there is a chance because demographics are important too. There remains a generation gap between those active within technology and those that dabble here and there, and between those more trusting of traditional media.
To develop an effective social media marketing plan:
1) Identify your objectives
2) Determine your strategy
3) Define the media that will best achieve your objectives
4) Develop an action plan
5) Reach out to engage your targeted audience, measure, monitor and adjust – know what works best for you
Don’t forget that social media is social. With all social media, audience growth is depended upon an ability to be social, but most important is to know how frequent to socialize and how best to share your brand so that it is well received. Must you post every hour? Must you tweet every few seconds? Maybe, it depends on your objectives, your targeted audience and the media you’ve selected.
Finally, whether social media marketing or traditional marketing, a public relations plan must be in place so that your responses to audience engagement supports your brand and is consistent with the vision that you have for your company.