Written by Doug Hohener
It seems easy, right? Just choose which social networks you want to appear on and then post away! Wrong. Unfortunately, many businesses have taken the approach of tactic before strategy and the results are, not surprisingly, poor. A tactical approach to social media lacks focus, approach, and direction, which are the crucial first steps you need to drive your business’ success.
Think of social media as another marketing tactic much like your website, advertising, special promotions, and campaigns. All your marketing tactics need to be held together to keep your positioning and messaging consistent. I am sure you wouldn’t send out a postcard mailer and expect good results if your clients are all online, so too, we need to understand where your audience is, and how you can consistently engage them online via networking sites.
To do this, you need to look at creating a social media strategy BEFORE you decide on which network to use (Facebook, LinkedIn, Pinterest, Twitter, Instagram, etc.). Tactics need to be considered last, not first. Why? Because tactics change. They always do. There was a time when Netscape seemed invincible. Yahoo, too. And how can we forget about MySpace. If you fall in love with tactics, you’ll constantly be changing directions, with no real plan to guide your way.
Like any specialized area of your business, it is strongly recommended to engage the services of a strategic marketer to help you create your strategy.
You’ll want to make sure your social media strategy is aligned with your overall marketing strategy and includes answers to these five key questions:
• What is your relationship with your audience?
• How does your audience use social media?
• How you’ll deal with unfavourable comments?
• What resources will monitor the conversations?• What metrics you are going to use to determine your success?
Source: The VOICE, Markham's Executive Business Magazine. 2014 Winter Issue. page 12
Written by: Doug Hohener, President of CreativeWorks Marketing, a Markham based, international award-winning agency.