The thing about social media is that it continues to evolve, and so your strategy must evolve with it. With half the year already gone, it certainly is a good time to take a step back, review how you’re doing, and re-boost your social media strategy for success. Here are 5 steps to creating a successful social media marketing strategy for the rest of 2019.
1. Write a social media report
Before you go ahead in planning your social media strategy for the rest of the year, look back to your 2019 plan and where you are in implementing that plan.
Get an overview of what were the results of the campaigns you’ve launched in the first half of the year. What you’ve learned in terms of what’s working and what’s not.
Here are some points to consider when writing your social media report:
● What was the KPI that was set at the start of the year? Was that to generate more traffic to your website or perhaps increase share-of-voice?
● What are the key insights to highlight? Make sure that when you cite numbers in your report, provide insights explaining these numbers.
● Which content worked best? Can you do more of it?
● Which social networks are most effective? Which ones need more work?
2. Synthesize the insights
Now that you have done a comprehensive social media report, it’s time to zero down on the main challenges that surfaced in H1 2019. Not to oversimplify here but the action plan is to do more of what’s working and solve whatever isn’t.
To give you some inspiration, here’s an infographic to show you the 9 biggest problems that could sink your social media marketing strategy and tips on how to stay afloat. From engaging your audience, spotting influencers, to measuring ROI — we’ve got you covered.
3. Define your success metrics
Good job! You’re halfway through your 2019 social media marketing strategy planning. From here onwards, the focus would be on what you want to achieve by the end of this year. What are your success metrics and the important levers to help you get there
Social media metrics are no longer about the number of likes and followers. When looking at engagement, you have to remember there’s what we call passive and active engagement.
- Passive engagement usually comes in the form of likes or reshares, basically telling you that your audience noticed your social media activity.
- Active engagement is when your audience interacts with your brand by commenting, sharing their thoughts, or creating their own content that features you.
With the latter, you just know that your brand messaging is getting picked up, and is impacting your audience. So the real question on what drives social media marketing success is: whether your audience is taking the action that you want them to take?
“Content marketers need to move away from looking at content as a direct route to engagement. Engaging content is not synonymous to high-performing or quality content. We need to recognize how important it is for us to shift our strategies away from instantaneously gratifying content, and towards sustainable content that focuses on bottom-line business value,” - Joe Lipscombe, Director of Content and Influence at Memac Ogilvy.
“The most important metric I think you should follow is the conversion rate. Your conversion rate gives you vital intelligence about whether your content is working or whether you offer compels your audience to take action or not. At the end of the day, conversions are the business goals you are trying to achieve.” - Mireille Ryan, CEO of Social Media Marketing Institute.
Need inspiration on which metrics matter? Check out the metrics industry experts recommend you track .
4. Create your content plan
Based on your findings and newfound priorities, we would now dive deeper into the actual content that you would be including in your social media activities.
Did you know that 53% of consumers engage with a brand after viewing a video on social media? Not surprising given that video can drive up to 288% more engagement for a brand than text or image mentions.
As consumers demand more authenticity for brands, user-generated content is also becoming more powerful in effectively delivering your message to your audience. A fellow consumer or influencer talking about your brand is far more credible than content that you created, so make sure to leverage these in your content mix
5. Monitor and measure constantly
Once everything is in place, you would want to ensure that you have tools that’ll help you monitor how your social media strategy is performing. The point of using tools is so you do not have to manually check what’s going on every day, plus you’ll quickly find if something’s wrong. Imagine having to do that on each social network? Not fun. Set up a social media monitoring system to help you save time.
Block time to measure performance regularly. Remember to focus on what creates impact for your brand:
Constantly measure the metrics that matter to your brand, as you’ve defined in your strategy.
This goes without saying but still worth repeating: Monitor your social channels. See what’s resonating well with your audience. Adjust if and when needed.
Monitor new trends within your industry and identify opportunities for your brand to jump on. On the other side, be ultra prepared for any issues that could potentially lead to a crisis.
Keep an eye on what your competitors are doing. Learn from what they’re doing right and what they could be doing wrong.
Want a more detailed guide to preparing a winning social media marketing strategy? Get a copy of these social media strategy templates plus a simulated social measurement report to get you started.
Talkwalker is a listening and analytics company that provides companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels. Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. For more information, visit https://www.talkwalker.com.
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