Social media planning- make social media work for your business

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Post on 23-Feb-2016




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A good marketing strategy can help your business. We share some tips in this regard, I hope it will be useful



    Make Social Media Work For Your Business



    such as: Twitter, Facebook, YouTube, LinkedIn, Google+, Tumblr, Instagram, Pinterest,

    About Me (and a plethora of others) - are effectively online social spaces' where people can

    converse, share their profiles, news, photos, ideas and collaborate and work on projects.

    Then we have Blogs - online diary style' platforms where people can share their views,

    news, ideas and advice about something they are passionate about. Businesses have blogs,

    people have blogs - it's a way to communicate what's happening, how you feel about things,

    provide advice and share. In our view every website should have a blog enabled. Its the

    perfect vehicle to share content and attract people back to your site to explore further.

    The objective is to get people interested and engaged by providing authentic, transparent

    and relevant information. And hopefully, those that engage with what you are talking about -

    will tell others - and so they will follow' your musings, subscribe to your blog - growing

    brand awareness, positive word of mouth - and share of mind.

    Social Media Overview

    Social Platforms


    Those following you effectively become your advocates. And in the age of the

    recommendation generation where research tells us that over 70% of purchases are

    influenced by peer recommendations, online recommendations and social validation then it

    makes sense to work at ensuring positive things are being shared about your products and

    services online.

    Similarly, you may participate in online forums' - here you share your views and advice with

    others - and ask for help too. Many LinkedIn Groups operate like forums focusing on a

    specific area of interest. Again, the forum or Group is not a place to directly sell' - it's a place

    to build your reputation and share opinion. Whether you are setting out to achieve a position

    of authority or expert in what you do or to learn, share and generally participate social

    media platforms are now firmly cemented into purposeful and savvy marketing strategies. Of

    course, people do try to use these social networking platforms for direct sales purposes - but

    that tends to turn off' the social audience'. So, whilst making sales may be part of the end

    game, direct selling should never be your main objective for engaging.

    Social Media Overview

    Social Platforms


    The other key thing to consider is that social media activity should always focus on delivering

    the objectives of the business. Dont do social media just for the sake of doing social media.

    So many times we hear from businesses who have jumped straight into social networking

    channels simply because their competitors are on them.

    Be more considered than, keeping up with the Jones instead, consider what your

    business objectives are, understand how the social channels behave and then plan how

    you can leverage them to deliver on your specific business objectives. For example if your

    objectives are about growing your presence in a certain sector then that direction gives you

    a specific steer on the types of people or businesses you will need to connect with. If you are

    looking for lead generation then you are going to be thinking about who the key influencers

    are in your space and then aiming to connect and nurture them.

    Social Media Overview

    Social Platforms



    Twitter is one of the most talked about social media resources, is a natural communication' channel for social

    media' activity.

    Social media platforms enable a conversation with people you may not have been able to reach before. It

    has an amazing power to enable communications to go viral - and engage audiences in conversations about

    services, products, issues, the company and brand - connecting a vast amount of likeminded people in an

    often targeted and purposeful way. The immediacy of the platform is also attractive. Take a look at the short

    recent case study highlighting both targeting, and immediacy.

    A firm of accountants has a specialism in working with artists and galleries they have set up a Twitter

    account @WestburyArt showcasing their relevant clients and also commenting on latest exhibitions, news in the

    artworld, as well as providing links back to useful resources and articles on their main corporate website and

    dedicated art blog. In their social media activity platform, they monitor the keyword accountants. A tweet

    appears Does anyone know any accountants that focus on helping artists and galleries. Literally seconds

    later they are able to respond. Not only do they get the opportunity to generate a new client a number of

    other artists then start to follow them.

    Outcome: New client engagement for the practice.



    Creating a Social Media Strategy and including social media platforms as part of mainstream marketing activity

    is still relatively fertile territory for many.

    Businesses of all shapes and sizes, as well as super brands, are only just touching the surface when it comes

    to understanding where they are heading with their social media activity. Theres significant fear by many as to

    opening the floodgates theyre uncomfortable with the transparency and reach these potentially far reaching

    channels enable (however, conversely its these same factors which are actually the attractive features).

    However, your social media activity does have to be managed effectively, just as any other marketing activity.

    Ideally, by people who understand what they are doing with clear objectives in mind. Weve all seen the bad

    news case studies reported in the papers, when things go wrong. When organisations havent thought through

    their activity and importantly, give the wrong people control. And because social networks are changing things

    all the time then keeping up with social media activity means that organisations often have to run faster than

    is comfortable however, effective planning, just as you would with any marketing activity, is necessary.

    This outline plan sets out how you can embrace Social Media platforms as part of your on-going marketing



    1.Strategic Overview

    Decide on what you are looking to achieve

    before you engage, as that sets the tone of

    voice, the image and the content you create

    for the channel.

    Increase awareness

    the new service/





    Raise general



    Join the authority

    voices of social


    Attract people to

    your website(s)

    Use it as a

    customer service


    PR/Lead generation

    Humanize the brand

    What is Love Social Media looking to achieve by use of Social Media?

    Provide a service Research


    2.Researching and Understanding

    your Social Media Audience

    With the objective secured then before we

    jump into engaging we need to first listen to the

    conversations happening within our target


    Talking is Silver, Listening is Gold.

    What are they


    Who are the


    Whats the sentiment?

    What are they


    What time of day are

    things more active?


    3. Engaging

    Once you have an understanding of the types of

    conversations that are happening with the target

    audience or relevant audience groups eg: via Twitter,

    Facebook or LinkedIn - then you are better equipped to

    start engaging in an effective and targeted way.




    3.1 What?

    For example:

    Twitter posts would focus on: .[think about the relevant areas to your business

    that you will be sharing about your sector, your services, your audience]


    Share advice / contacts

    Sharing articles / blog posts / expertise

    Features and benefits of your product or service

    Answer qs to user challenges / queries

    Share testimonials, positive product reviews

    Customer or product research findings

    Images / videos posted by customers

    Things you want to know about your audience, ask questions


    3.2 Where?

    In a fast becoming always on society, Social Media is a continuous conversation, therefore, your activity should ideally be part of daily conversations. But remember, your activity needs to be

    managed in a focused way.

    Typical social networks youll be involved with and why:

    Twitter great for listening, tracking, research and targeting. Blogs the perfect and flexible platform for sharing your content. Forums - if relevant, explore and become part of the community. Facebook building a community around shared interest. LinkedIn Groups great for targeting, growing authority, and becoming part of a shared

    community network.

    LinkedIn Company Page the perfect B2B PR channel. Keeping your connections and employees fully up to speed with content and news direct from your business/brand/service.

    YouTube channel its your own TV channel. Video can speak a thousand words. Its the most consumed media online so consider your own channel.

    Google+ - a must for social search. Google owns Google+ and ranks content on Google+. So be sure to share your own blogs and authentic content into this network to amplify your online


    Pinterest pictures tell stories and people get engrossed browsing boards in Pinterest. Can be a really great traffic generator particularly useful if you have a very visual brand/product/service.


    3.2 Where?

    Given that there is so much going on with each of the networks and that they each contribute slightly

    differently to your online visibility then it may be useful to schedule all your social networking activities

    for the week. For example:

    Blog posts get created on a Monday and posted to the website weekly.

    Be sure they are then shared actively across your social networks throughout the week in the most

    relevant and purposeful way. Eg: Facebook will lead with a large image Twitter may run the same

    content but with a different headline 4 or 5 times throughout the week.

    Each morning relevant sector channels reviewed and tweets scheduled for the day.

    Blogs you are subscribed to when alerted to new post, review and comment if relevant.

    Forums you are participating in are scanned daily.

    LinkedIn Group participation (as required but visit at least weekly to review your contacts contacts

    and grow).

    Plus .all areas organic and active expansion.


    4. Twitter

    I would suggest that some keyword research is done before you dive into social.

    Keywords are the DNA of your online visibility .

    Then once you know your keywords, do research on Twitter to see whats happening

    around them.

    Resources: We suggest that the Hootsuite social media dashboard solution is

    utilised as you can track specific keywords and watch them in real time as you are

    managing your networks. Also consider your Twitter handle see the difference

    between a) @blogsandco or b) @newbizadvice. Also consider what people will be

    searching on to find you. If I am an expert cat groomer should I call myself

    @patsmith or @catgroomer. Makes sense to use those all important keywords in your

    handle too.

    Think about relevant areas to your business that you will be sharing about your

    sector, your services, your audience.

    This activity will help you to establish relevant keywords to use in the tactic of

    connecting with the right type of people.


    4. Twitter

    Follow them :

    See who they are following and if relevant follow them too

    Watch what they are saying, understand key issues

    Research their Twitter Lists (Lists are so useful on Twitter see this useful post


    Join the conversation

    Start to engage

    Dont spam them with links

    Better to respond than push (this is our mantra with social).



    Blogs in our humble opinion form the backbone to most businesses social content.

    And in a world where content is still king and marketers, brands and businesses all

    have to become publishers then content really matters.

    That all important content needs a home. And blogs are the perfect and flexible home

    for your content.

    After all, your content is the voice of your business or brand and provide the perfect

    opportunity to share relevant and well optimised content to attract people to a website.

    Find out which blogs you too should be tuning into as they can be a great source of

    relevant information. Run searches on relevant blogs:

    It would be prudent to search these blogs for relevancy and find any that are relevant

    to the objective creating a Blog A List.


    5. Blogs

    By participating:

    Subscribe to their blogs

    Read what they are talking about

    Join the conversation by commenting

    Become a trusted advisor / experts in service categories.

    Befriend those bloggers that are key influencers in your sector.

    Twitter is also useful for finding relevant blogs. Many Twitter users are running blogs

    and tweeting their posts and so when you find relevant people in their profiles

    check out the URL links and review their blogs if relevant - subscribe, listen and

    comment. Join the conversation.


    6. LinkedIn /Groups

    There are a number of

    relevant groups to join and

    participate in within LinkedIn.

    To research and apply to join

    relevant groups similarly,

    watch conversation threads

    and participate where

    relevant. Like all social

    platforms, you have to be

    social they are more

    successful for active users

    so be mindful to endeavour to


    1. As a starting point, be sure your own personal

    LinkedIn profile is 100% complete.

    2. And also - create a business LinkedIn page for

    your company.

    3. Join relevant groups.

    4. Start conversations and comment on interesting


    5. Until recently, you could directly link your Twitter

    thread into LinkedIn. Im delighted they broke up

    that arrangement

    6. Rather than directly linking accounts, I would

    suggest using Hootsuite and selecting the tweets

    you want to share with your LinkedIn audience

    rather than automating it.


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