Setting up a basic Social Media Strategy and then putting that Social Media Plan into action…

Strategy:

Set your goals and priorities

Create a list of top things you want to achieve e.g. increase new sales by 15%, increase business with existing customers by 30%; increase profit margins by 20%

Existing customers: stay in their minds, engage with them and inform them of new products

New customers: send out good content, network, email marketing, use social media to share and increase referrals and word of mouth

Profit: use social media for cost effective marketing and look at ways to increase ROI

Plan:

SEO – look at Blogs, Video Marketing and Google+
Networking- through linked in, social networks, events
Mix Social with other Marketing Methods
Launch promotions and giveaways
Look at ways social media can support your marketing plans

Focus:

Find out where your customers are hanging out – Facebook, Twitter, LinkedIn, YouTube etc
Focus on those targeted places – if you haven’t the resources don’t try and do everything – focus on those that matter

Organise:

Set up an editorial calendar
Set aside some time each day to deal with social media
Set aside budget – if social media is part of your marketing plan then make sure you budget and you have the resources – it may be free but it takes time and that means money

Efficiency:

Use tools such as Hootsuite to help you monitor and manage social media
Make sure you respond and engage – people want to see that you are human!
Don’t just set it and forget it – be consistent and respond in a timely manner
Be consistent – dont’ post once then leave it for 2 weeks or longer – you may lose all those followers you had!
Use a Customer Relationship Management platform (CRM) or Social CRM

Delegate:

Set up a company policy
Train staff or outsource to an agency as long as your message is clear and it is being done effectively
Make sure there is someone who oversees everything

Integrate & Measure:

Integrate links for social neworks into your website, blogs, email marketing and across other social networks
Set up an ROI plan – set goals, budget, measure, compare
Use measurement tools such as Google Analytics and Facebook Insights

About the Author: Karen Black is the Co-founder and Director of Mamba Media – a Creative Agency that specialises in Websites, Design and Digital Marketing for the Travel and Tourism Industry.