In order to communicate on behalf of a company on social networks, it is essential to organize yourself well to achieve your communication objectives. In this article, I offer you the 6 key steps to set up a social media strategy for your business …
Before you start on social networks, it is essential to lay the foundations of your social media strategy and to think about the place you want to leave to these networks.
To do this, you must pay attention to these 3 points:
- Clearly define your goals.
- Calibrate your targets or personas.
- Study what the competition is doing to make you stand out.
For your goals, use the SMART method. A SMART goal is a Specific, Measurable, Ambitious, Realistic and Time-bound goal. Why are you getting started on social networks? To obtain advantages from prospects, increase your notoriety… Always think SMART! Here are two examples:
- Acquire 30 prospects per month via my Facebook page.
- Increase my brand awareness by 30% within 6 months.
Having well-defined goals allows you to be much more effective in your communication.
Then, in order to focus your communication and choose the social networks accordingly, it is essential to clearly define your target: age, gender, location, center of interest … The more you know your target on your fingertips, the better your target will be. communication. Then build personas for each of your targets.
Last step: analyze your competitors. Go to their social networks, study the different types of posts (those that generate engagement and conversely those that don’t). The idea is, of course, not to copy your competitors but rather to have a communication that differentiates you!
2: Choose social networks according to your objectives and target
Once the outlines of your social media strategy are well defined, it’s time to choose the social networks that will meet your goals.
Upstream, two questions to ask:
- How much time do I have to manage my networks?
- What are the best networks in relation to my target?
Do not fall into the trap of being present on all social networks. Better to start with 1 or 2 networks and communicate qualitatively rather than scattering around. Of course, the number of networks will vary depending on how much time you have to spend on your communication and also the size of your team (possibly including any communication agencies working for you).
Some examples :
- Your audience is young (16-30 years old): favor Instagram and Tiktok, for example.
- You tend to reach professionals, in this case bet on Linkedin and possibly Facebook.
- You want to reach 30-40 year olds why not Instagram and Facebook.
- You are in a very visual theme: Instagram and Pinterest …
Study each of the networks to choose those where your target is present and also those where you feel most comfortable communicating.
3: Set up an organization
It now remains to get organized to be efficient in the management of its networks. Establishing an editorial calendar is the key to success.
Set aside half a day each month to write posts for the next 4 weeks. You can then schedule posts and focus on responding to your community and creating news-related content.
If you are several to manage social networks, be sure to distribute the roles. This can be a breakdown by network or even by type of task (writing, moderation, advertising management, analysis, etc.).
It is also essential to equip yourself with tools to gain in productivity! At the very least, one tool allowing you to schedule your publications on all the networks and to analyze the impact of your actions. An example of such a tool: Metricool.
Once your communication is launched, it is important to set up a follow-up of the impact.
You can help yourself with the statistics provided by each of the social networks. But also by your audience analysis tool (Google Analytics or other) or the tools specific to the management of social networks as we have seen previously.
For my part, I like having an Excel or Google Doc dashboard indicating the key data in order to have a global view of my networks while having a tool to dig into certain aspects.
The data you are analyzing really needs to be a decision aid. We must not fall into the trap of analyzing everything in all directions (we can get lost in the multitude of data offered by the networks) but select the key data related to YOUR activity.
5: Set up monitoring of your e-reputation
Also consider setting up a follow-up of your e-reputation. Follow mentions to your brand (positive or negative) on various networks, on news sites, blogs… Try to assign someone to the e-reputation so that it is followed on a regular basis.
6: Activate an advertising strategy
Last point, as you probably know, organic visibility on social networks (and in particular Facebook) tends to decrease. It is increasingly important as a brand to activate an advertising strategy.
So plan an advertising budget and a person dedicated to campaign management!
You now know what you have to do 😊 If you need to train yourself in this area, take a look at our web marketing training with a social media strategy component.