Creating Your Social Media Strategy

It’s not enough to simply “be on social media.” Without direction, your efforts will be useless. After all, what are you trying to achieve by being on Twitter or Facebook? Having a social media strategy is key for using this as a tool to increase web traffic visitors and customers.

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What’s Your Goal?

Think about why you’re on social media. Maybe, in all honesty, it’s because other companies are there, and you think you need to be there, though you’re not sure why. That’s fine, but you need to shift gears and consider what your goals are. Maybe your goals include one or more of the following:

  • To increase traffic to your website or blog
  • To increase brand awareness
  • To increase sales
  • To grow your network

Before you settle on your goal, let me explain a little about social media. It’s not meant to create overnight success. If you’re looking to increase sales by 50% in a few days, or even few months, you will fail. It’s more of a snowball effect: you start slow, add followers, who then attract more followers, and it grows from there. It’s not instant pudding.

With that in mind, consider how social media fits in to whatever else you do. Maybe you generate a lot of sales from pay-per-click ads. There, you’ve got an easy way to track ROI. For social media, it tends to be more about brand recognition. If a potential customer sees you on Twitter, then on Facebook, then in a press release, and then sees your ad, she’s more likely to click, because your brand is now familiar to her.

The more specific you can be in your goals, the easier it will be to measure them. So to say you want to increase your web traffic 25% over 6 months, that makes it easy to track.

How Will You Achieve Those Goals?

Having goals is one thing, but achieving them is another. It takes a plan to reach your objectives. If your goal is to increase web traffic over 6 months, develop a plan to get there. That would include:

  • How many followers you will add per week
  • What kind of content you will share, with links to your site
  • How often you will post content
  • Who will monitor and manage social media for your brand

The more time you invest in social media, the better results you will see. Put your social media work in your calendar if you need reminders to work on it. Make sure you have a project owner on your team who will oversee all the mentions of your brand, as well as respond to them.

Assessing Results

After you’ve put in some time on social media, determine where you are in meeting your goal. Is it working like you’d hoped? Or is one channel not bringing you the traffic you want? You can tweak your plan, drop some social channels to focus on others, and otherwise adapt to take advantage of what’s working.

Need help getting started on social? Please attend our free webinar, “Jumpstart Your Business Using Social Media,” on May 21, 2013, at 10 am Pacific, 1 pm Eastern.



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