In our last poll we asked our e-news subscribers, ‘How do you manage your social media?’ The answers were 50% random or ad hoc, 32% regular and planned and 17% not relevant don’t do. Assessing the results, we look into whether social media is relevant for B2B and B2C, the importance of having a strategy and why it’s important for the customer or potential customer.
Before any time is invested in social media or indeed before you decide to throw it out as an unnecessary job, you need to decide what your business wants to accomplish. Every company should have a marketing plan to define the overall goals of the business and to decide what methods of marketing your business needs, advertising, e-news campaigns and indeed social media. Once this has been decided you can then propose a strategy for your social media.
Having a strategy means that there are specific goals for what you want to accomplish which are clearly defined from the start, this enables you to follow a plan of how to accomplish these goals. Ensuring the goals are specific, measurable, attainable, relevant and time-bound (SMART), allows you to see if you are on track to achieve the goals and lets you adjust these accordingly.
Random or Ad Hoc
The largest percentage of our readers (50%) answered that they manage their social media on a random or ad hoc basis. It may be that you are doing the same. If you find it difficult to dedicate time to social media amongst all your other spinning plates, an easy way to ensure you are dedicating time is by setting a strategy which will keep you focused on your social media goals. Posting as and when you think is necessary may feel like a job is getting done however, you won’t be able to assess whether you are achieving any goals.
Here are variables that can be incorporated into a goal:
- Audience demographics - the gender, age and peak hours of people near your location
- Local demographics
- The best times to post – post at peak times to reach your audience
- The percentage of people viewing your page on a mobile device
- The reach of potential people your posts are shown to
- Number of page likes, video views
- Comment and shares
- Call to actions – how many people have clicked on your link?
Examples of goals:
- The majority of Facebook posts need to be read by females 25-35.
- Post between 8-9pm to reach your audience.
- Obtain 8 ‘likes’ on average per week to reach 32 likes by the end of the month.
Also, executing a strategy will mean that more than one person in your organisation can participate in fulfilling tasks, especially when tasks are clearly defined. Also, if one person is busy/on leave/sick then another person can step in and complete the tasks without a gap.
Handling comments on your channels should be done on a daily basis in order to provide good, regular customer service. Although this is time consuming planning this into a strategy it will give you a clear idea as to when and how long you need to spend.
There are many social media channels and they are increasing by the day, having a strategy ensures that you are selecting the correct channels which are right for your target audience and that you are dedicating the appropriate amount of time to each, which means that no channel gets forgotten about. It also means that you know what to post to which channel and when.
Regular and Planned
32% of our readers answered that their social media is regular and planned. Creating a plan/strategy ensures that you can measure your return on investment. Posts can be scheduled regularly at peak times and means that your customers or potential customers can expect content on certain days and it will keep them returning to your chosen platform.
If you are one of the lucky companies which have planned and defined a strategy for your social media then you are off to a roaring start but remember as with all strategies, these are works in progress and should be evaluated and it should be decided whether you are achieving your goals, if not then you should be ready to redefine them.
Not Relevant, Don't Do
18% of our enews readers answered not relevant, don't do. You may have decided that social media is unnecessary for your business. Take a minute to think about your reasoning behind this? Is it because you think there isn’t a channel to reach your audience?
Social media can help you reach audiences for B2B and B2C through an ever increasing number of channels. Having a strategy ensures that you are selecting the correct channels which are right for your target audience and that you are dedicating the appropriate amount of time to each, which means that no channel gets forgotten about.
Here is a general overview of which platforms are generally used for each of the following:
Also, don’t get frustrated, if you’re not seeing results within the first month. Social media requires your time over a sustained period to gauge whether it is working for your business and it takes a few months before you can start comparing results and gauging what works.