A social media plan is a summary of everything which you plan to do and hope to achieve in social media marketing. It directs your actions and also lets you know whether you’re succeeding or failing. The more specific your social media marketing plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and all-encompassing that it’s not attainable or impossible to measure.
Social media is a very important marketing channel for companies of all sizes. The common question a number of years ago, “Why should our organisation use social media?”, is now being replaced with, “How can our business flourish with social media marketing?”.
As social media marketers, this makes us very excited. What doesn’t make us excited is how many organisations are still trying to market on social media without a documented strategy. So, in this article, we’ll go through a couple of steps – which you can take – in order to develop a world-class social media marketing plan.
Decide On Social Media Marketing Goals That Align To Your Business Objectives
Establish S.M.A.R.T. Goals
Establish your objectives and goals because without goals, you have no way of measuring success and return on investment (ROI).
Each of your goals need to be:
This is the structure of S.M.A.R.T. goals. It will guide your actions and also ensure that they lead to real business outcomes.
Here’s a good example of a S.M.A.R.T. goal:
“We will make use of Twitter for customer support and lessen our average response rate to lower than two hours by the end of the year.”
Track Meaningful Metrics
Vanity metrics – such as the number of followers and likes – are pretty easy to track. However, it’s difficult to prove their real value. Rather, focus on things such as engagement, click-through as well as conversion rates.
You may want to track various different goals for various networks, or even different uses for each of the networks. For instance:
- If you utilise LinkedIn in order to drive traffic to your site, you would be measuring click-throughs.
- If Instagram is utilised for brand awareness, you might decide to track the number of Instagram Story views.
- If you choose to advertise on Facebook, cost-per-click (CPC) is a very common success metric.