Your Social Media Strategy – Pulling it Together

26 Jan

The final step in this three-part process ensures that all of the work you did in steps one and two of “Social Media Strategies Made Easy,” are put to good use.

That said, by now you should see a pattern of behavior of your audience and be able to match up your social media objectives with the appropriate platforms to reach each. So, this final step is to ensure you “speak the language” of each of the social media platforms to execute your strategies effectively.

Facebook
If you are using Facebook as a “bulletin board” to announce product discounts, special events, pictures or accomplishments then it’s not really complicated. Build your Facebook Page and start posting. Utilizing coupons or discount codes can provide a method of tracking the efficacy of this tactic. If your business is a hotel or restaurant, include a “reservation link” that you can track a direct tie to your Facebook page.

However, if you selected Facebook to engage your audience in a two-way dialogue to get feedback, suggestions for bettering your product/service, or creating a social community, then it’s a bit different (and more fun in my opinion). You can build a Facebook page open to everyone (although I suggest close monitoring if you’re going to allow posting) or you can build a Facebook group that provides a more selective audience.

A Facebook Group offers your audience the sensation of membership and exclusivity. This also allows you to control who participates while staying engaged in a dialogue with a more intimate audience.

Important: As with any relationship (virtual or otherwise), it is important to be authentic, honest, consistent, and persistent. In a wired world, people expect immediate gratification and immediate feedback. If you just pop in and out, they will lose interest in your site and go elsewhere. Technology has shortened our attention span and a successful social media strategy takes this into account.

Tone: The tone of a Facebook dialogue is casual but tasteful. Your tone should be conversational and informative without being sales pitchy. Personality goes a long way to keeping people interested and returning to the site.

LinkedIn
If you’ve determined that some of your audience “lives” on LinkedIn, then this is where you need to be a thought leader. This social platform provides a great vehicle for demonstrating your knowledge and commitment to your industry. It will take some time to find your company’s “voice” on LinkedIn and some trial and error as to which LinkedIn groups and forums prove successful in engaging your audience. However, persistence and consistency will move your discussions to the top of the groups. The most successful dialogues are the exchange of best practices and participation in the Q&As of the platform.

Important: LinkedIn offers you the opportunity to put your professional face forward. However, be sure to solicit suggestions and advice from others as well. People are more likely to share in your discussion if they feel as though their comments are being considered and respected as well.

Tone: Keep a professional tone. Discussions should remain free of controversy and should not become too familiar. These are business relationships.

YouTube
Whether you choose YouTube or another video platform, adding video to your Facebook group and your company website creates a layer of interest. Keep videos brief, entertaining, and informative. As discussed earlier, the tone and environment for taping need to be professional and without distractions. Unless your business is the Ringling Brothers and Barnum & Bailey Circus, keep the video free of jumping dogs and flying coworkers.

Note: Adding video to your web site makes it more engaging, and will contribute to search engine optimization organically. Decide on the type of video most appropriate for your products/services. Examples: Training video, How To video, Customer Testimonial video, or Demonstration video.

Whatever your social media strategy, remember that it will require constant review and adjustment. As you progress and monitor your results, try new platforms. Remember to start simple and then experiment with growth. There isn’t a single strategy or template for success that works for everyone. Social media strategies are as unique as the people you are targeting.

Best of luck and have fun!

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9 Responses to “Your Social Media Strategy – Pulling it Together”

  1. steven January 28, 2013 at 11:36 am #

    I’m so happy to read your advice…
    as a videographer it is my desire to serve this community
    with making compelling videos…
    all the best
    Steven
    http://www.speliotis.com

    • cindyrosen February 14, 2013 at 9:03 am #

      Thank you Steven. I certainly recommend that non-profits and volunteer organizations in general utilize video to convey their “story” and engage their audience in a way that words do not always capture.

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