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How To: Start A Social Media Plan

22 May, 2015 McKell Naegle

The world of advertising is constantly changing. What was once an industry dominated by traditional media is now an industry driven more and more by digital advertising. A huge part of digital advertising is a strong social media presence. Whether you decide to hire an ad agency to do your social media, are part of your company’s social media team, or are just a small business owner trying to grow your business, social media is key. Here are five things to help you start a social media plan.


  1. Clarify social media goals


The first and most important thing to do when setting up a social media plan is to decide what your goals are. Depending on the size and field of business, this can vary greatly. Some possibilities include: driving traffic to your website, building brand loyalty, brand promotion, or even testing out new products or business ideas. There are numberless possibilities, but it is very important to set goals and follow them.


  1. Develop a strategy


Social media without a strategy and plan in place is much less effective. You need to choose what type of content you want to post, what social channels to focus on, and even when to post.


Social channels: There are many different social media channels out there, and they only continue to grow. Some examples include Facebook, Twitter, Instagram, Pinterest, and Snapchat. It’s important to research and decide which social networks will work best with your brand and help you accomplish your goals. It’s very hard to use every social network well.


What to post: Coming up with engaging and relevant content to share is also essential to a good social media strategy. Relevant industry news, original content, videos, and images are all possibilities. It is important to keep content fresh and to push engagement with your audience.


When to post: When and how often you post can make or break a social media strategy. If you post when no one is on social media, people won’t see it unless you advertise your posts. Make sure to do the proper research and post at the right times. There are many content scheduling tools available to help you post and to help you know the best times to post.


Engagement: Not only is it important to post content that garners engagement, put to engage with customers as a brand. Responding to questions and perhaps setting up a dedicated customer service social media account are two ways to do this. If customers see that you care and are willing to engage with them, then they will remain loyal to your brand and social media presence.



  1. Marketing voice and tone


The best brands have a very strong and identifiable voice to their social media posts. If your brand were a person, what type of person would it be? Finding a voice that fits your brand helps separate you from other brands and helps you stand out in the consumer’s mind.


  1. Track progress


One of the best things about social media is the easy availability to data tracking and stats. Not only are social media advertisements cheaper than traditional media, the access to stats is unparalleled. You can see how many people are seeing your posts, how they are interacting, and which posts are performing well. Facebook, Twitter, and many other social platforms have great interfaces for monitoring statistics.


  1. Follow up and adjust


Social media is all about testing and adapting. If you see that something isn’t working, then switch it up. Periodically take a look at your goals, see how you’re doing, and adjust accordingly. It is very easy to try new things and change your strategy. Make sure to constantly adjust and follow up, and adjust some more.


The previous five steps are just a few key things to help you get started. Is there anything we missed? Tell us your favorite social media tips in the comments below.

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