There is never a one-size-fits-all solution; Social media management, require the involvement of all the personnel in one company across different organizational departments. To get all them involved and to an extent, really active, in your social media, is not something always easy.
The basic guidelines that will allow you to build the framework for your strategy are:
- Business Objective: Clearly define the metrics you will be measuring to determine social media ROI. Social businesses have well surpassed the days of simply counting the number of likes and followers.Social media can now be used throughout the enterprise for a wide variety of business objectives, including generating brand awareness, developing new products, providing better customer service, creating more sales leads and much more. Whatever the goal may be, it will be the core of your strategy.
- Customer: You must now be aware of your customers and potential customers who are active in social. To create a detailed description of your target demographic, imagine the ideal targeted Facebook (or LinkedIn) ad. What image and text would you use and what specific audience would you target? The more you know about your customers, the better you will be able to effectively engage them.
- Share: Social media is the convergence of information and communication. What type of content will you be sharing on a regular basis? The information shared over your social channels will define how people perceive your company and brand.
- Who: Who will be sharing this information? Will it be an employee or should the company outsource this work? Both security and cost should be factored into this decision, as this will determine who is representing your company over social on a daily basis.
- Brands: It’s all about consistency across all platforms. How will people paint a picture of your company based on your brand’s presence and tone of voice? Branding guidelines including those for your voice, will be crucial in depicting the essence of your brand consistently, whether it is one person or a team of professionals managing your social profiles.
It is always highly advisable to have a long-term orientation and clearly define all aspects of your strategy. Create a social media strategy that can effectively guide you in how to use social media far into the future.