(Source: Jamaica Observer<\/a>)<\/p>\n<\/blockquote>\n
1. Ensure social media strategy is properly aligned with corporate strategy<\/h3>\nAlthough a business might have a corporate strategy and clear goals it wishes to achieve, frequently, its market strategy and by extension, its social media strategy, are not properly aligned to that overarching framework. Furthermore, and in many instances, the approach to developing a social media strategy is not particularly rigorous. Those responsible for establishing and\/or managing the organisation\u2019s social media presence are usually keen to build social networks on popular platforms \u2013 in order to be able to boast of the number of followers \u2013 but matters related to the effectiveness <\/em>of those platforms towards the corporate strategy and goals tend to be overlooked.<\/p>\n
When the corporate goals and strategy are the focal points when developing a social media strategy, it tends to lead to a more considered approach when preparing the latter. When a well prepared social media strategy is in place, it provides an excellent foundation and reference point for the work that is to follow.<\/p>\n
2. Clearly define metrics<\/h3>\nFollowing from development of the social media strategy and the goals that it must achieve, it is necessary to identify specific business metrics that ought to be satisfied, and from a social media perspective, the key performance indicators (KPIs) that would point to those metrics. The determination of those metrics and KPIs will be critical to properly measure the performance of a particular campaign or initiative, and would most likely influence the platforms and activities that are implemented.<\/p>\n
It is important to emphasise that once the metrics and KPIs have been established, it may be necessary to revisit the social media strategy to ensure that it is aligned with the expressed priorities, and adjust accordingly. Thereafter a plan can be prepared.<\/p>\n
3. Choose platforms well<\/h3>\nSocial networks come in many flavours to achieve different goals. It is therefore essential that they are clearly understood, and careful consideration given to whether or not, or the extent to which, they individually, and collectively, will further the organisation\u2019s goals. The infographic below summarises key points of some of the popular social networking platforms.<\/p>\n
![\"Social](\"https:\/\/i0.wp.com\/www.ict-pulse.com\/wp-content\/uploads\/2015\/04\/Social-Media-Comparison-Infographic-Source-Leverage-New-Age-Media.png?resize=600%2C464\")
Social Media Comparison Infographic (Source: Leverage New Age Media)<\/p><\/div>\n
However, it is emphasised that the infographic is a guide: it is a bit dated (April 2014), and it still crucial to thoroughly research the platforms that have been shortlisted to ensure they will support the strategies and plans that have been put in place. Further, it is also important to re-examine the strategy, plan and goals against the platforms that are being selected, and if necessary recalibrate them accordingly.<\/p>\n
4. ACT carefully and conscientiously<\/h3>\n
Almost regardless of the goals that have been established, and according to The Zen of Social Media Marketing<\/em><\/a>, successful online marketing typically comprises the following three components, abbreviated ACT:<\/p>\n
\n- A<\/strong>ttract \u2013 attracting traffic to one\u2019s website<\/li>\n
- C<\/strong>onvert \u2013 converting a visitor to the site into a consumer or a customer<\/li>\n
- T<\/strong>ransform \u2013 transforming \u201cpast and present successes into magnetic forces of attraction<\/em>\u201d.<\/li>\n<\/ul>\n
As indicated in the previous point, some social media platforms would be better than others to realise ACT. Further the type of content, along with matters related to frequency, duration, available resources, among other things, would be critical considerations when developing and implementing campaigns in order to ACT successfully.<\/p>\n
5. Properly track campaigns and success<\/h3>\nFinally, and prior to implementing a campaign, the means to track the KPIs \u2013 in order ultimately to speak about ROI \u2013 ought to be established and incorporated into the campaign accordingly. Ideally, the tracking systems ought to provide detailed and timely data, to facilitate analysis and decision making. Although free services might be available, they might provide limited detail. It is thus important not to skimp on this element, in light of all of the work and resources that would have been expended to get to this point.<\/p>\n
Having said this, it also crucial for regular monitoring is established. Although it may be ill-advised to be constantly tweaking the campaign if the desired outputs are not immediately realised, trends can be tracked and as appropriate, adjustments can be done.<\/p>\n
<\/p>\n
Image credits:\u00a0\u00a0 Master isolated images (FreeDigitalPhotos.net<\/a>);\u00a0 Leverage New Age Media<\/a><\/em><\/p>\n
Following from development of the social media strategy and the goals that it must achieve, it is necessary to identify specific business metrics that ought to be satisfied, and from a social media perspective, the key performance indicators (KPIs) that would point to those metrics. The determination of those metrics and KPIs will be critical to properly measure the performance of a particular campaign or initiative, and would most likely influence the platforms and activities that are implemented.<\/p>\n
It is important to emphasise that once the metrics and KPIs have been established, it may be necessary to revisit the social media strategy to ensure that it is aligned with the expressed priorities, and adjust accordingly. Thereafter a plan can be prepared.<\/p>\n
3. Choose platforms well<\/h3>\nSocial networks come in many flavours to achieve different goals. It is therefore essential that they are clearly understood, and careful consideration given to whether or not, or the extent to which, they individually, and collectively, will further the organisation\u2019s goals. The infographic below summarises key points of some of the popular social networking platforms.<\/p>\n
Social Media Comparison Infographic (Source: Leverage New Age Media)<\/p><\/div>\n
However, it is emphasised that the infographic is a guide: it is a bit dated (April 2014), and it still crucial to thoroughly research the platforms that have been shortlisted to ensure they will support the strategies and plans that have been put in place. Further, it is also important to re-examine the strategy, plan and goals against the platforms that are being selected, and if necessary recalibrate them accordingly.<\/p>\n
4. ACT carefully and conscientiously<\/h3>\n
Almost regardless of the goals that have been established, and according to The Zen of Social Media Marketing<\/em><\/a>, successful online marketing typically comprises the following three components, abbreviated ACT:<\/p>\n
\n- A<\/strong>ttract \u2013 attracting traffic to one\u2019s website<\/li>\n
- C<\/strong>onvert \u2013 converting a visitor to the site into a consumer or a customer<\/li>\n
- T<\/strong>ransform \u2013 transforming \u201cpast and present successes into magnetic forces of attraction<\/em>\u201d.<\/li>\n<\/ul>\n
As indicated in the previous point, some social media platforms would be better than others to realise ACT. Further the type of content, along with matters related to frequency, duration, available resources, among other things, would be critical considerations when developing and implementing campaigns in order to ACT successfully.<\/p>\n
5. Properly track campaigns and success<\/h3>\nFinally, and prior to implementing a campaign, the means to track the KPIs \u2013 in order ultimately to speak about ROI \u2013 ought to be established and incorporated into the campaign accordingly. Ideally, the tracking systems ought to provide detailed and timely data, to facilitate analysis and decision making. Although free services might be available, they might provide limited detail. It is thus important not to skimp on this element, in light of all of the work and resources that would have been expended to get to this point.<\/p>\n
Having said this, it also crucial for regular monitoring is established. Although it may be ill-advised to be constantly tweaking the campaign if the desired outputs are not immediately realised, trends can be tracked and as appropriate, adjustments can be done.<\/p>\n
<\/p>\n
Image credits:\u00a0\u00a0 Master isolated images (FreeDigitalPhotos.net<\/a>);\u00a0 Leverage New Age Media<\/a><\/em><\/p>\n
Social Media Comparison Infographic (Source: Leverage New Age Media)<\/p><\/div>\n
However, it is emphasised that the infographic is a guide: it is a bit dated (April 2014), and it still crucial to thoroughly research the platforms that have been shortlisted to ensure they will support the strategies and plans that have been put in place. Further, it is also important to re-examine the strategy, plan and goals against the platforms that are being selected, and if necessary recalibrate them accordingly.<\/p>\n
4. ACT carefully and conscientiously<\/h3>\n
Almost regardless of the goals that have been established, and according to The Zen of Social Media Marketing<\/em><\/a>, successful online marketing typically comprises the following three components, abbreviated ACT:<\/p>\n
- \n
- A<\/strong>ttract \u2013 attracting traffic to one\u2019s website<\/li>\n
- C<\/strong>onvert \u2013 converting a visitor to the site into a consumer or a customer<\/li>\n
- T<\/strong>ransform \u2013 transforming \u201cpast and present successes into magnetic forces of attraction<\/em>\u201d.<\/li>\n<\/ul>\n
As indicated in the previous point, some social media platforms would be better than others to realise ACT. Further the type of content, along with matters related to frequency, duration, available resources, among other things, would be critical considerations when developing and implementing campaigns in order to ACT successfully.<\/p>\n
5. Properly track campaigns and success<\/h3>\n
Finally, and prior to implementing a campaign, the means to track the KPIs \u2013 in order ultimately to speak about ROI \u2013 ought to be established and incorporated into the campaign accordingly. Ideally, the tracking systems ought to provide detailed and timely data, to facilitate analysis and decision making. Although free services might be available, they might provide limited detail. It is thus important not to skimp on this element, in light of all of the work and resources that would have been expended to get to this point.<\/p>\n
Having said this, it also crucial for regular monitoring is established. Although it may be ill-advised to be constantly tweaking the campaign if the desired outputs are not immediately realised, trends can be tracked and as appropriate, adjustments can be done.<\/p>\n
<\/p>\n
Image credits:\u00a0\u00a0 Master isolated images (FreeDigitalPhotos.net<\/a>);\u00a0 Leverage New Age Media<\/a><\/em><\/p>\n