Social media marketing is not only about tweets and blog posts – although those can be key digital marketing vehicles; it’s also about identifying fundamental business objectives and defining the best ways in which social media can help you achieve them. Taking the time initially to clarify and map out your approach means wasting less time and money later on, when you may realize all the work you’ve put into your blog or tweets isn’t doing much for your company’s bottom line.
Here are some key questions to consider before embarking on any social media marketing activity:
- What are my main business goals and objectives?
- How and where can social activity support those goals?
- How and where can I reach my target audience online?
- What KPIs (key performance indicators) are a good fit for the social goals I’ve set?
Setting a course
Now that you’ve got the broad parameters down, you’re ready to drill down to the finer points of your strategy. The first question regarding business goals and objectives, should set the direction for your entire social media strategy. It is very difficult to justify any activity that isn’t connected to the defined success of the company. Keep in mind that you don’t need to build a strategy that helps the company in all areas. Just focus on the goals that social is a good fit for and that you have the resources to achieve. Make sure to get direction regarding business objectives from the company’s management and strategic team, as well as buy-in for your social media strategy.
Some common business objectives and goals are:
- Increase brand recognition or awareness
- Lead generation
- Develop thought leadership
- Grow market share
In our post next week, we’ll continue with setting concrete and measurable goals, executing your strategy, and measuring your results.