Enough Smoke … Here is How To Build a Social Media Marketing Strategy

clearing the smoke on social media marketing

I am still amazed at the “dive-in” mentality that is prolific across brands (and agencies) when it comes to executing a social media marketing strategy. Most people start out with an idea of what they want to do without doing the required due diligence, social audits, and overall marketing integration work to set a strong strategy.

When you are developing a social strategy, there are some tasks that should be formally implemented and there is also an informal mentality/approach that is required for success.

First, let me give you an outline of a documented “Social Media Marketing Playbook” I have written …

I. Setting Social Marketing Strategy
A. Social Strategy Pre-Work – Brand Marketing Definitions
1. Brand Target Audience
2. Brand Value Proposition
3. Brand Position Statement
B. Social Brand Assessment – Social Audit
1. Social Channel Audit
2. Social Meme Audit
3. Competitor Audit
C. Social Marketing Objectives
1. Communication/Campaign Goal
2. Social Target Audience
3. Target Audience Perceptions
4. Defined Offering
5. Call to Action
D. Identify Influencers in the Clients Space

II. Social Marketing Strategy Definitions – Presentation and Interaction
A. Social Strategy Document
1. Target Audience Definition
2. Messaging Strategy
3. Content Strategy
4. Social Media Channel Plan
5. Engagement Strategy
6. Social Measurement Strategy
B. Social Media Marketing Execution
1. Content Management
2. Community Management
3. Reporting metrics.
4. Digital PR and Outreach

Are you addressing each element? If you want success, this is a must. Granted, the devil is in the detail, but I have given you quite a head start. I use this outline and defined methodology (with a bit of deeper definition) to derive a custom solution for each client, brand, and/or company I work for.

So that is the “formal” requirement for social marketing success. The informal part comes from having the right attitude. Success demands that you have an attitude that is mainly focused on serving your target audience. You are looking to help your audience. Inform them. Educate them. Entertain them. Have empathy for them and understand their desires and wants. Deliver to them. You should start with this mentality rather than the typical “how am I going to get them to buy my product.” Build relationships. Relationships will lead to long-term customer commitment (and revenue). If you try to follow the money first and go after your audience’s pocket strings, that is exactly as you will be seen. Your audience is much smarter than you give them credit for. They can tell the difference between a brand looking to win customers by delivering an extraordinary overall experience versus those looking to solely drive revenue.

Businesses that put up social media facades by acting like they care about their audience and are only after sales will fail. They show their true skin in this day of digital proliferation and input from all ends. Do your homework. Plan accordingly. Demonstrate genuine care.

Make It Happen,
Social Steve

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7 Comments

Filed under digital media, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

7 responses to “Enough Smoke … Here is How To Build a Social Media Marketing Strategy

  1. Jim Matorin

    Yes indeed, homework key, but so is measurement, but who has time :-)

  2. I think all parts including homework are important, but I also think when coming up with a strategy it should be natural and when posting it should be fun and entertaining because that’s really what people want to see, and what most would like to post.

  3. Good Stuff, However I believe some of this does require a little of a dive in approach for the simple fact that this landscape changes daily and I am a big believe in testing but I love the premise, great Job!

  4. Hi SocialSteve, I’m confused about a recent “like” campaign for my new FB fan page. I could have sworn I target specific professionals by job title and I don’t know what happened!! I got 337 likes by people who do not seem to be business professionals. Not how they “look” but by the activities on their FB pages, I’m gathering. I began to ask these new fans questions, and no engagement what-so-ever. Any thoughts?

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