New Year, New Social Media Strategy

For many people, the New Year means self-revelations and resolutions. For businesses, it’s really not all that different. You take a hard look at what did and didn’t work the previous year, set your budgets, identify your objectives and make a plan to meet your goals. The New Year means a new set of strategies.

Look, there are an infinite number of strategies that go into a marketing plan – media, PR, internal communications, you name it – but each does its part to help move your business toward its operational goals. I’m not going to bore you with the various approaches to of each of these, but what I will bore you with is how to approach your social media strategy.

At its core, a social media strategy is a guiding principle that defines intent, providing the help to make better decisions across the marketing and social landscape. In these terms, it’s no different than any other strategy you come across. However, it remains unique in two very important ways:

  1. Social media doesn’t exist in a silo. It touches all parts of your marketing plan and should complement your other strategies.

  2. Because the social environment changes so often, your social media strategy should be reevaluated frequently to remain effective.

  3. With this in mind, here are some tips that will help turn your strategy into success.
  1. Understand Your Audience

Social media helps connects us – and divide us. Some platforms reach a broader audience, while others have more of a niche appeal. The challenge as social marketers is reaching the right audience on the right channels with the right messages at the right times.

So don’t be afraid to take a look under the hood to see what has worked and what hasn’t. This data can help make informed decisions on what types of content your audience is responding to as well as which channels you should support, abandon, or expand into.

Take Advantage of Trends
Planning is good, but every once in a while you have to call an audible to stay relevant with your customers in a changing marketplace. Your social media team should be both aware of industry trends and be ready to incorporate them into your efforts.

The good news is that there are plenty of great native trending tools out there like Reddit, BuzzFeed, and BuzzSumo. When used correctly, they can easily help you keep your finger on the pulse of the digital landscape with new applications, trending topics and emerging platforms.

  1. Commit To Your Content Strategy

Post consistency, frequency, and content themes are key elements that drive your content strategy. But that is only a small portion of the overall goal.

A good content framework, like any sound strategy, starts with planning. This is how you ensure each of your posts and updates will be both relevant and credible. Approaching your content planning and development strategically helps you strike that balance between evergreen and opportunistic content without throwing your content calendar out of whack.

  1. Amplify Your Social Efforts

It’s not enough to just publish content to social media. In order to be effective, it has to reach as many people as possible, as quickly as possible.

Like most things in life, timing is key in social media. Whether your goals are conversion, awareness or lead generation, using simple amplification methods like email, social media advertising and other content discovery tools help your content hit a wider section of your audience while it’s still relevant.

Even if the New Year has come and gone, it’s never too late to take a look at your social media strategy because, more and more, a solid social media strategy is the foundation of a successful marketing plan, regardless of industry or budget size. It’s not just a Snapchat account, a topic to cover, or an answer to “Is this going on Facebook?” It’s the who, how, where and why that help turn objectives into action and posts into profit.

Now that’s something worth toasting to.

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