Building a Social Media Strategy

Make Sure You Have a Goal. No, Really. Make Sure You Have a Goal.

Follow your heart

Just attended another great class at PubCon: Building a Social Media Strategy with Jennifer Cario, founder of SugarSpun Marketing.

Jennifer pointed out the fact that you really need to know your target audience and have a goal for what you want to do with that audience on various social media channels.

SEO is Still #1

Just like we’ve been saying in our recent blog posts, Jennifer confirmed that a good social media strategy should actually start with good search engine optimization (SEO). According to Jennifer, when you look at the numbers you realize that “social media is still secondary to organic search.” So true.

Social Media is a Strong Runner Up

Once you have a good SEO strategy in place, you should start thinking about how you can enhance your (potential) customers’ experience through social media. Here’s how you do that:

  1. Understand what your target audience wants and needs
  2. Determine the right social media channel(s) to target (not every channel is appropriate for every business)
  3. Build a following by giving your target audience a reason to follow and engage with you
  4. Determine a goal for how you can mobilize your social media following to a desired action

Building a targeted following is, by far, the most difficult component of any social media strategy. It takes a lot of time and effort to build a following that you can do something with.

So you have 10,000 Followers. So what?

But even when you have a following, what good are they if you don’t have a goal in place? The key thing to remember when developing a social media strategy is it’s not about the numbers you think it is. It’s not about how many people follow you. It’s about how engaged your audience is and how well you can get them to take desired and measureable actions.

The main point: make sure you have a goal, otherwise your social media campaign is just satisfying your ego, not building your bottom line.