Companies first starting out on social media can become completely overwhelmed with all the different networks they have to post to. Having a plan in place can help you put out quality content like clockwork on social media platforms. Here are three essential steps for implementing your 2017 social media strategy.
1. Set your intention for being on social media
What is your end goal for being on social media? Some companies may only be using social media to create brand awareness, while other companies want to see traffic coming back to their website. Others may wish to be seen as market leaders in their niche. A company that is trying to display competency will create value to their audience and perhaps create a following. Creating a tribe on social media for your brand is something many successful marketers have been able to accomplish. But without first clarifying your intentions for being on social media, it’s too easy to get caught up in posting random snippets that seem disconnected from each other.
2. Choose a single social media platform to focus on at a time
It’s highly recommend that you choose a single social media platform to focus on. When you’re creating a social media marketing campaign, you need to place your focus on a single platform to make it grow. You can move on to other networks once you have an established plan in place for that particular social network. You want to see how your audience reacts to the quality content that you’re publishing on the platform. Once you’re getting the proper level of engagement, that’s a signal that you can shift your focus on to a different social media platform.
You might be asking about which social media platform to start with. The answer is that you should start wherever your target audience hangs out at. Let’s take the example of a cookbook author. Recipes are extremely popular on the Pinterest platform. Pinterest also heavily skews towards the female demographic. If that’s where a cook’s target audience goes to lookup recipes, then Pinterest will be the social media platform to focus on. If your target demographic hangs out on multiple platforms, then you should use the social media platform that you feel most comfortable working with. If all things are equal, choose the social media platform that enjoy using the most and is easy for you to post to.
Choosing one single social network at a time is ideal for companies that have clear social media marketing plans. If your goal is to create awareness around your brand, then you’ll need to be posting on multiple social media channels. But even brand advertisers can benefit by mastering the nuances of each platform before scaling their campaigns to different social networks.
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3. Create and post your content
After you’ve done some brainstorming for social media content ideas, it’s time to get them posted. You can batch your content creation process so that your scheduled posts for the next week are created beforehand. This will help you stay consistent in your posting schedule. Once all of your content is created, you only have to drip that content out and post them gradually throughout the week. If your target social network is YouTube, you’d film your videos on a set day every week. If you’re on Instagram, then you’d create images and come up what captions on the same day every week.
Companies should use a social media publishing schedule that regularly drips content out to their followers. You can post your content manually on a daily basis, but most companies will schedule their content to hit the social networks at peak engagement times. Your social media posting should work with your schedule and dovetail with how engaged you want your audience to be. Some marketers will post five times a day, seven days a week. Other companies will only post when they have something substantive to share.
Getting your content noticed on social media will be easier when you have good content. And good content will be easier to create once you understand why you’re on social media in the first place. Once you get your social media posts scheduled and running smoothly on one platform, you can look to recreate the same positive results with the next audience on a new social network.