A social media strategy that anyone can implement in 5 simple steps.
If you are a fan of South Park, chances are you will have already had a good laugh at the underpants gnomes. To keep it brief (excuse the pun), the kids uncover an underground organisation, the Underpant Gnomes, who spend their time stealing underpants.
When the kids ask them why they are stealing underpants the gnomes explain that stealing them is only Phase 1 of a bigger plan, but when pressed about phase 2, the gnomes find it difficult to answer Eventually they offer up Phase 3, which is to ‘Profit’’ but cannot explain how they will get from Phase 1 to Phase 3.
Many entrepreneurs use exactly the same plan for their social media posts, except that instead of stealing underpants, they are posting on social media.
Phase #1 – Post on Social Media
Phase 2 ?
Phase 3 – Profit
Unfortunately for them, randomly posting on social media is highly unlikely to take them to profit, what they need is a plan, a Phase zero if you like.
Phase #0 Develop a social media strategy
Step 1 – Decide on your objectives and goals. This could be lead generation, brand recognition, or something as simple as follower increase. Knowing what your goals are will also help you identify what measures you will use in order to evaluate your strategy.
An example of a Social Strategy Goal for a business coach would be something like “For Facebook I will showcase my knowledge of sales management by posting 1 tip or related news item every day. My target is to generate a minimum of 50 page likes every week for 10 weeks.
Step 2 – Audit Your Current Activity. You need to know where you are starting from, so take a look at what platforms you are using, how your profiles look, and what levels of activity and interactivity you are currently experiencing.
Step 3 – Niche-down your target audience. It is essential to be as specific as possible here. Who are you aiming your posts at? Age? Location? Timezone? Interests? … and which social platforms they prefer to use!
Step 4 – Create Targeted Content. Decide what subjects will be of interest to your target audience, and in what formats (Video, Audio, Text, Images). For each type of content, decide how often you will post. Remember not to over-promote your products or services. Limit self-promotion to no more than a third of your activity.
Step 5 – Track and Tweak. Remember that social media activity is trial and error. Some stuff works better than others, so track likes, shares, and comments and then adapt your plan accordingly.