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Devising a social media marketing plan from scratch can be challenging. Here is a list of principles and fundamentals you should keep in mind before planning a strategy:
1) See social media marketing as more than just strategy
When it comes to online marketing, there’s more than just a plan. The world of social is about interaction, engagement and information sharing. A good marketer will create an integrated approach that uses various tools to support overall business goals.
2) Strategies involve more than just one person
In order to have an effective plan, many players from various parts of the company will be involved. Fact checking, research and information from other departments need to openly flow within all the divisions of the company and eventually make their way back to the strategist’s’ desk.
3) Recognize the nature of social media
What is social media all about? Technological advancements are quickly changing the way we communicate. People are more likely to use Vine and Instagram or Facebook and Twitter to chat and share files than email. Keeping the changing landscape of data sharing via different platforms is essential to successful online marketing plans.
4) Everything has an expiry date
Be aware of the fact that as time goes by, social media skills will no longer be a niche and most marketers will know how to devise a plan.
5) Set the right targets
Measuring simple ROI won’t be useful when it comes to social media. Don’t expect to measure a value. You have to measure the relation between social media tools used and company strategies like consumer acquisition and customer feedback.
6) Correlation is not related to causation
Just because people are following your brand on the Internet does not mean they’re buying your product. Don’t be so easily convinced that correlation creates value.
7) Know what you’re measuring
It’s important to highlight that a fan doesn’t equal value until it’s connected to something of value. For example, having a fan is great for promotion but using the contact information for future communication purposes and sharing information will create possible selling opportunities and build loyalty which will lead to profit – something of value.
8) Accept the lack of longevity
Communities are bound to fail. Doing some research will give you a heads up but prepare yourself for reality: many communities just run their course and die.
9) Change your culture and become more social
Having a social media marketing plan is great but use it to improve your business. Make your business more customer-centric in order to experience the most success.
Keeping in mind the above principles will assist you in setting up realistic expectations and measuring the right aspects of your plan in order to achieve the right goals that are smart and of actual value.
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