30th August 2016
Social media has changed the way people create, get and share information and as a small business starting out it’s vital to have a social media presence. As a marketing channel, social is evolving at such an exponential rate that once you’re online, it’s hard to keep up with the developments when you have so many other demands on your time. Developments including the rise in popularity of Snapchat and the introduction of Instagram Stories are changing the face of social media for businesses.
It’s no surprise that the launch of a new platform like Snapchat impacts the activities of businesses and their day-to-day social media management. You’ve probably asked yourself should my business be on this new platform? How does this new platform work? Are my customers venturing over to this new platform?
In order to keep on top of the changing pace of social media you should always refer back to your social media strategy. Your strategy is your bible and when everything feels that little bit overwhelming, a well thought through strategy will help to provide clarity and direction amid these industry changes.
Here are 5 things to consider when writing your social media strategy:
- Firstly decide on your social media objectives. What do you want to achieve? Is it brand awareness, or an increase in traffic to your website?
- Who are your target audience? Imagine a day in the life of these audiences. Consider what social media channels they would use and what time of day they may be using them.
- Define what success would look like by setting some KPIs (key performance indicators). This may be an increase in website traffic or an increase in sales by a set date.
- Consider the type of content that represents your brand and that your target audience would find valuable. This should not just be content that promotes your own business, but other’s articles, posts, reviews or opinions.
- Finally consider who your influencers will be. These are individuals on social media who can help promote and spread good news about your brand using word of mouth. Influencer marketing is a very powerful marketing tool and one worth investing in as a startup.
If you have a well thought through strategy, when a new industry development is announced you can rapidly respond in line with your original strategy. For example – you have a clearly defined target audience who you feel will not embrace the new social media platform that everyone is talking about. So no need to worry about setting up an account (for now). If Facebook drives the majority of your website traffic and Facebook announces an algorithm change on their newsfeed you know you need to be all over it and may need to adapt your posting strategy to maintain your engagement levels.
To sum up, it’s important to review your social media strategy regularly – every 6-12 months should be sufficient. Unless you notice your activity is not meeting your KPIs – then review it earlier.
If you would like support to create a social media strategy for your business or would like an audit of your existing social media channels then do get in touch for a chat.