Of all communication channels, social networks have become essential for brands. It is not only an informal way to speak to your audience, but also a source of information on consumer behavior, so how can you deploy an effective social media strategy ?
Being present on social networks is not enough: to attract customers and retain your audience, you will need a real Social Media strategy.
Here are our 5 tips for a successful SMO strategy !
1. Carry out a diagnosis
It is not possible to define a relevant strategy without a prior diagnosis. The web audit includes the analysis of your online presence as well as your competition (benchmarking).
Observe your competitors: what are they doing? What are their successes and failures? What are the best practices in your sector? This analysis serves to identify your own strengths and weaknesses to act accordingly.
2. Define your goals
Next, you must define objectives that are both relevant and achievable. The SMART method is ideal! Your objectives must be clear, realistic, measurable…
Examples of objectives that are not: capturing and retaining new customers, winning leads, retaining customers, increasing site traffic, developing awareness of your brand, improving your e-reputation, modifying the image of the brand… All this lacks precision!
3. Choose your actions
To deploy an effective social media strategy, choose the network(s) most relevant to your brand. Don’t spread yourself too thin because you won’t keep up the pace! Unless you have a whole full-time SMO team.
Prioritize quality over quantity. Content with high added value will have more impact than three posts without anything useful. Be authentic and unleash your creativity to stand out from your competitors. Social networks are not a business blog: let go!
Attracting the attention of Internet users is not easy. Creating content for social media requires investment. Pay attention to adapting content to each network. Indeed, the platforms have their own language and their particular codes. Avoid duplicating the same post on all platforms.
Additionally, consider media advertising. Ads on Facebook, Instagram and LinkedIn allow you to precisely target your audience.
4. Develop your schedule
Once you have defined the type of audience, the editorial line and the media on which to broadcast, you will be able to establish the editorial planning which will guide the creation of content and ensure their coherence. Developing an editorial calendar will give you a framework to follow.
5. Don’t forget performance indicators (KPIs)
KPIs are essential for measuring the impact of an action and the relevance of your strategy. Whatever goal you set, it needs to be quantified.
For example: acquisition of 20 leads per month, gain of 10 followers per month, 100 shares per post, 1000 more views by the end of the month or 50,000 likes on the next video…
Read More: How to install the Facebook pixel to target your ads?
