“Your social strategy sucks!” are words we never want to hear.
Businesses have goals. As a business owner, you’re probably out to make money and you’ve made a plan in order to do so.
So why do more than half of the businesses out there not have social goals or a strategy for their online efforts?
This is the biggest reason many social strategies suck.
Ask These Questions
How do you plan on differentiating your brand from the millions of others using social media to procure new clients?
Without goals and a strategy, you’re just another social media “expert”, insurance company, life coach, or tchotchke slinger.
Your strategic plan doesn’t even have to be super lengthy or detailed!
Start by asking yourself these questions:
- What makes my brand/company different, or unique, or stand out?
- What is my brand/company story?
- What are our strengths and why are we better than our competitors?
- How can we show (proof) that we help people?
- How are our clients/customers/members going to appreciate who we are and what we have to offer/sell?
Once you have all possible answers to the above questions (and try not to go solo on this – get different viewpoints from the team), ask yourself this:
- How can we strategically use the above answers in our online efforts to get ahead?
Have your answers? Let’s see how you fare.
These Answers Suck (Sorry, But They DO!)
You may suck if you say things like:
- Customers will care about me because “they LOVE me!”
- Because “we produce quality work”
- Or “we actually CARE about our customers”
Wrong answer(s)! There’s absolutely no differentiation in those responses.
Everyone says that about his or her own company and unfortunately none of those reasons are going to influence your online community.
Yes, they matter – but they should be GIVEN in our oversaturated marketing climate.
How Not To Suck
Your next step, after you’ve come up with a strategy, is to plan tactics around your strategy.
In other words, HOW will you execute your plan on various online platforms?
Advertising, content curation, contests, and sweepstakes are all tactics — and unfortunately is where most companies start – NOT with a strategy.
And it’s very important not to confuse tactics with strategy.
To take it further … content curation is a tactic, whereas using an editorial calendar to plan when (and WHY) certain content gets published — and to what sites — is a content strategy.
You may suck if:
- Your tactical plan doesn’t match the goals/strategic plan you created (you’ll just end up with a bunch of work and no real results)
Too often brands and social media “experts” are stuck in this sad situation.So don’t get stuck and don’t suck. Come up with a solid strategy and the tactics that will help you implement properly through your chosen social channels.
So don’t get stuck and don’t suck. Come up with a solid strategy and the tactics that will help you implement properly through your chosen social channels.
At the very least, you’ll be ahead of half of the other social media teams out there flying by the seat of their pants!
See you in the social sphere!
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