Creating a social media strategy - the essentials.

The common mistake by many social media-related businesses is to hurry to create a Facebook page or Twitter feed without proper planning. Possible outcomes range from the waste of resources to poor performance. A social media strategy is essential if you want your investment returned.

Here is a checklist of the key elements integrate a social media strategy.

• Goals

Using key employees, determine the main objectives of your presence on social media. Is it to attract more customers? To increase the recognition of your brand? Improve customer service? Depending on your goals, decide how you will measure your success in social media (E.g. Visits, subscribers and comment, potential new clients, etc. .) and set yourself some targets.

• Audience

Determine your target audience and the extent to which it is responsive to the various social media platforms. Focus your efforts early on the most likely platforms to be used by your audience, and experience at the same time.

• Content strategy and key messages

Think of the kind of content that will appeal to your target audience. Aim for balance between entertainment and information. Especially, do not pour into excessive self-promotion - a fatal error in social media.

How do you design your key messages? Use the knowledge and data you've collected, organize a group discussion or consult a professional. But do not rely solely on your intuition, that could go wrong.

• Communication

Your content should encourage your fans and your subscribers to interact with your company and, ultimately, to become or remain your customers. To do this, you must present the human side of your company and offer advantages to customers, such as information, advice and entertainment.
From time to time you can go further and launch direct action alerts asking people to buy a new product to take advantage of a special offer or subscribe to your newsletter.

• Action Plan on Social Media

Now you are ready to create your action plan. Who does what? The tasks to be assigned include ensuring traffic is monitored, and content is being created and shared on your sites and other social media outlets. Allocate adequate resources for training employees and consider hiring a social media manager. Make sure you communicate your social strategy to employees to ensure their support at all stages.

• Release Schedule

Regular updates are the lifeblood of social media. Without them, you will be unable to build the links you want with your subscribers. Set a publication schedule stating how often each platform will be updated and who will be responsible.
Take stock of your existing virtual resources. It is crucial to offer content that readers find helpful. But you do not need to create completely new content. Indeed, it may be that you already have a lot in your files to get you started. Keep in mind, however, that the existing content is not always enough. Successful companies usually create new material for every social media platform.

• Follow up

Keep track of your efforts to ensure that you achieve your goals. Additionally, review and update regularly your strategy in social media.