Introduction: Building a social media strategy
A valuable tool for treating social media as a strategic tool is the Expansion Plus 'Social Media Marketing Strategy.'
Listen
Before you start talking, you need to listen
Examine the various free tools available to see what's out there
YouTube
Mashable Guides:
Build Your Brand on Facebook
YouTube
Take Me to Your Leader
TrendsMap
GeoChirp
Share of Voice
What is already being said about your company/products?
What is already being said about your competitors?
Listening Tools
Exercise:
Using the tools given in class, we will do a search for your company's presence in the social media sphere as well as your clients. We'll try various keyword searches in different social media. We'll also learn how to identify positive, negative and neutral comments as well as identify trends that may help with product ideas and development
Set Goals/Benchmarks
What are some usual goals for small businesses in social media?
How do those goals match with your goals for your business?
Common Social Media Goals
Finding Communities and Influencers
We want to talk to the right people and have the right people talking about us
The Poor Man's Guide to Finding Influencers
Exercise:
Using the tools from before, we will learn how to identify niche communities and identify influencers (people who are already doing a lot of talking about our area of interest)
Develop a Strategy
Now that we know what's there and what we hope to gain (goals), we'll get down to developing a strategic approach with specific goals and action plans
Pick the Right Tools
Avoiding 'GMOOT'
What social media platform(s) is best for what you want to do; you don't have to be everywhere
Exercise:
Develop a one-year goal of where you want your business to be (a vision, a message); identify which tools are best for that message. Outline how we can make time to make it all happen.
Create and Deliver the Content
We'll look at the rules and limitations of each platform and work on developing messages that focus on our goals and fit the expectations of the social media platforms we want to use
10 foolproof steps to writing hot social media content
How to write tweets that get clicks
Exercise:
Write at least one message that can be adapted for the various platforms, and/or write a variety messages based on the platforms.
Engage and Facilitate Conversations
We've built it and they will come. Now what do we do? We'll look at maintaining an active conversation online.
HootSuite
Measure Results
Did all of our hard work pay off? What can of results do you want (set goals) and how do we know if we got those results?
How to Measure Social Media ROI
Google Analytics
Take-home exercise:
Create a one-year plan that includes 'events' from your business year. Match these events with messages in various platforms as appropriate; set up time each week where you can spend an hour working on your social media strategy.
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