The following are the three most critical deliverables in a social media strategy: Report on Social Media Monitoring and Listening A kick-off meeting with the client will be arranged to agree on keywords, hot topics, discussions, events, competitors, and trends that they want to watch. During this meeting, an inventory will be taken of all their websites and applications, including any mobile versions. It is important to note anything missing from the list and why it isn't relevant anymore or no longer applicable. The purpose of this meeting is to ensure that all their needs are being met by the social media strategy, and that there aren't any gaps where another form of communication might better serve the company.
After the meeting, you will need to create a social media monitoring plan for your clients. This will include details on who within the company will be responsible for what type of content (e.g., which team/department is responsible for new products, and how often should they post about them?); how long after a post goes live does it get monitored (i.e., time-to-engagement)?"; how much control should they have over their own content (e.g., ability to delete posts)? ; and finally, how will you measure success?
The next step is to create a social media listening plan. Just as with the previous step, an inventory will be taken of all their websites and applications, including any mobile versions.
A well-thought-out strategy should comprise the following elements:
Engagement, impressions and reach, share of voice, referrals and conversions, and response rate and time are the most prevalent and often significant KPIs to monitor. When you combine them, you will get a complete picture of your social media performance. The more you engage with your audience, the more they will trust you and be willing to listen to what you have to say. The more impressions your content generates, the more opportunities you give yourself to attract new followers/subscribers. The higher your reach is, the more people will see your posts. The more your brand appears in other people's conversations, the more likely they are to think of you when they need something similar done. The more times your content is shared, the more exposure it gets you and the more chances there are for it to be discovered. The more engagements you have, the more responses you will get from users. Finally, the longer it takes you to respond to comments, messages and questions from your followers, the less attention you pay to them.
Social media metrics can be measured through tools provided by the different platforms or by custom solutions built specifically for this purpose.
Having a social media plan in place will guarantee that your social media activities are more productive and contribute to your overall business goals. Outlining your company goals so that you can work backwards to generate posts that reinforce them is part of developing a plan. For example, if one of your goals is to increase traffic to your website, then testing different types of posts and measuring their effectiveness is necessary to determine which kinds drive the most traffic. This way you can focus your efforts on creating content that works best for your audience.
The goal is to use these tools to communicate with our customers and provide useful information that they will find valuable. But we also need to be aware of any issues that may arise from using them inappropriately-for example, if we post personal messages on Facebook or comment on other people's photos without their permission-this could come back to harm our relationships with others or even get us into trouble with the law.
Social media allows businesses to connect with customers directly, which can be extremely effective at generating sales leads and positive brand awareness.
However, it can also be used to promote products/services that aren't consistent with your brand image. If, for example, you sell luxury items, but post pictures of yourself standing next to expensive cars and phones, this could cause your reputation to be damaged.
In this piece, I'll give you a fast rundown of the three stages of social media engagement: interacting, listening, and evaluating.
Interacting means that you share information about yourself and your brand on Social Media. This might include commenting on other people's blogs or tweets, or writing posts of your own. You can also interact with your followers by asking questions, telling them about offers/events/products that they may be interested in, and so on.
Listening means that you pay attention to what people are saying about you and your brand. This could be via search engine queries, referrals from other sources, or even just by reading comments under their posts. By listening to your audience, you can find out what problems they may be having, how you can help them, and so on. It's all about connecting with your customers and finding out what makes them click.
Evaluating is when you look at all the interactions that you've had with your audience over time. You want to make sure that you're providing value to them every step of the way, which means showing an interest in who they are as people rather than simply trying to sell them products. Also important: measuring.