Building your social media strategy

Building your social media strategy

Securing a presence on social networks is often one of the first actions taken by companies on the web. But beware ! Creating a Facebook page or a Twitter, Instagram, Twitter, YouTube, LinkedIn, Pinterest or TikTok feed without having done adequate planning can be harmful for the company.

We Are Social and Hootsuite publish key figures for France.

60.92 million Internet users, i.e. 93% of the population,

1.5 million additional Internet users,

52.60 million users on social networks, i.e. 80.3% of the population,

3 million new users of social networks in France,

5h34 of time spent online per day, including 2h19 via their mobile,

86.5% of users access the Internet via their mobile.

Loss of time combined with low yield is often the final equation of the operation. To prevent you from finding yourself on the path of wasting resources, here are some things to check beforehand.

Set goals

Before launching on the Internet, your first instinct should be to define what you expect from your social networks: do you want to attract customers? Is it to improve your brand awareness or the quality of customer service? Do you want to find new collaborators through this channel? Each goal will require different treatment on social media. If these media can obviously be used to retain your community of fans, you can use them for many other reasons: identifying new contacts, improving its visibility on the Internet, demonstrating your expertise… Depending on the objectives you have defined at the advance, you will be able to put in place the indicators that will allow you to monitor your performance. You can thus rely on the number of visits,

Don’t forget the return on investment

Like any media strategy, social networks should help you get a “Return on Investment” (ROI). Build a comprehensive analysis of the returns you can get, both qualitatively and quantitatively. If it is sometimes difficult to obtain feedback, take into account that for social networks, we often speak of ROA: feedback on attention. A site popular and appreciated by a community will become a reference for it and Internet users will in fact give it their full attention. On the internet, the trust of your readers comes first!

Use interactivity

Social networks are tools that facilitate interaction with your fans and subscribers. Do not hesitate to encourage those who follow you to interact with your posts. This could strengthen their sense of belonging to your community and develop sharing. You can also set up benefits for subscribers, exclusive content, loyalty operations… Do not just reproduce or share the content of your website in order to encourage them to regularly watch what you publish. Consider appealing to your community through surveys or contests and creating specific offers for them in order to grow your community and become an actor, or even an ambassador, for your company.

Reach the target audience

We often forget it, but defining your target remains one of the priorities before you start on social networks. In addition to the usual criteria of age and gender, you must define whether you are addressing a general or specialized audience and whether you are primarily targeting your existing or potential customers. These choices may vary the content of what you share, or even the very nature of what you publish. Moreover, not all social networks have the same audience. Analyze it carefully before you start.

Set up your content strategy

To have a consistent approach, define the message(s) you want to convey through social networks. Users of Facebook, Twitter and other Google+ particularly appreciate the elements that lie between entertainment and information. Avoid overdoing it and overplaying your strengths. Too much promotion can be harmful for the company. Do not hesitate to ask your first fans what they want from your page or thread, so you can adapt your content as best as possible.

Create a posting schedule

Your page needs to move and you will need to update it regularly. Otherwise, your fans may not really follow you anymore. To make sure your profile doesn’t stay inactive for too long, establish a posting schedule. Inside it, write the frequency of updates for each platform and the people in charge of them. On Twitter, for example, it is advisable to post three tweets a day, at three different times of the day, so that Internet users have the feeling that your company remains active at all times. Be sure to specify the type of content you want to broadcast to ensure that you provide all the information you intend to convey.

Define your action plan

With all of these tasks done, it’s time to create your action plan. Make sure your employees know their role well. Who takes care of the follow-up? Who is in charge of the publications? Who creates the content on which social media? Do not hesitate to bring your team together in order to involve everyone in joining social networks. Finally, also think that animation represents a real profession and that monitoring actions remain governed most of the time by a “ community manager ”. The latter must be recruited according to his qualities to represent the company, his skills and his knowledge of practices relating to all social networks.

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