Based on experience we would say that the number 1 mistake that many businesses make when it comes to social media is not taking the time to develop a plan of action and then giving it an opportunity to work. Social media success does not happen over night, it takes time to develop a presence, to gain followers and to learn what those followers are most interested in. Having a plan in place, makes daily posting easier as you will have to spend your time wondering what to post next and when.
Here, at Purely Social, we always suggest action plans to our clients in order to assist them in visualizing their social media strategy. Action plans are a great guide to help you put your thoughts in order and reach your social media goals. You can actually create them yourself, if you have time to. It’s quite simple. Here are some easy simple steps to how we create our action plan.
- Analyze your current status. Before you move forward in creating a strategy for change, you need to analyze the current status of your social media presence. Take a look at any of the social media accounts you have already established and ask yourself these questions:
- Are you using vivid, high definition, images?
- Are you posting as frequently as recommended for that platform?
- Are you captivating your audience and gaining engagement?
- Where are your other shortcomings?
- Identify your reasons for being on social media. What are your goals? Are you trying to strengthen your brand, gain more business, humanize your brand? Before you jump on social media, you need to know why you’re there otherwise it’s pointless. It is important to set your goals as a team and in writing to ensure that you know where you’re headed and can easily analyze whether or not you meet these established goals.
- Ask yourselves the following key questions:
- “Only We…?” What makes you stand out from the competition?
- Can your company culture nurture and sustain a social media transformation?
- Are you a conversational brand? Or could you be?
- Where are your customers & competitors?
- What is your source of rich content
- What does social media success look like for Access West?
This will assist you in deciding which direction to take your social media marketing in, what type of content to post, what platforms to choose, and how to reach your target audience.
- Next, take a look at your competition both locally and globally. See if you can identify what they are doing well and what they are doing wrong. Analyze them based on the questions illustrated in step 1. This will also help you to see where you can gain a competitive advantage and show you where you stand in comparison.
- Now it’s time to decide which platforms you want to use. Take a look at where your target audience is and go there! It’s as simple as that. If you’re just starting out, you don’t want to jump on too many platforms at once. It’s better to start on one or two and execute them expertly than to hop on all of them and execute them poorly. For example, if your business is a nail salon, Instagram is a great option to utilize, but if your business is an insurance firm, Instagram may not be your primary choice of platforms. This step is where you really take the time to browse through the platforms and do your research. Google Plus is an up and coming platform that is perfect for most business owners, Facebook, on the other hand, may only be suitable for those businesses targeting the 55+ audience, and Instagram is where you can reach the younger demographic. It is important to know all of this information prior to selecting which platforms to use for your firm.
- Identify which member(s) of your team will be leading the posting and create a schedule. Scheduling is the way we get things done in business, so a great way to ensure that you’re doing what you’re supposed to do on social media. In order to create a schedule, you need to know the best times to post for each social media platforms. This is determined by when YOUR audience is on social media. There are default times for each network, but this doesn’t always mean that t will work for your industry, so it is important to research your audience and learn their social media habits. When you’re getting started, post several times a day at different times throughout the day and take a look at your analytics. That’s how you will know what is working and what isn’t working.