It’s better if that plan is written down, tracked and measured, but we may be getting ahead of ourselves. Social media efforts should be captured in this plan; it doesn’t live separate from other marketing efforts. If social media isn’t a piece of your marketing plan, it should be, and why that is true is a post for another time.
Does this sound familiar? This statement is true for many aspects of business, and especially true for social media efforts. Besides not being tracked, if your social media plan isn’t communicated to the rest of the team somehow, it will get lost in the shuffle of other marketing efforts.
If your company is on social media, be it Facebook, Twitter, LinkedIn, Instagram, Pinterest, Flickr, YouTube, Google+, the list goes on and on, do you plan what you’re going to say in advance? Or do you take a reactive approach to social media? Having a plan for posts, even if it’s just sharing the link to a recent blog, is crucial for your social media efforts to be successful.
Situations are going to arise that will require a reactive response, like your website being down or your store being closed due to inclement weather, and social media is great to shoot off a quick post to notify potential and existing customers of these situations. However, put some thought into how each audience of your social media outlets would like to hear the news. Thinking before you type will go a long way with for brand management.
If you don’t have someone on your staff that has time to put forth the proper effort to maintain your social media presence, then hire someone. It’s a great investment, and will have great rewards. One thing we always ask our customers is if social media is top of mind in their day-to-day business. If the answer is yes, then they probably are able to handle it on their own with a few pointers here and there. If their answer is no, then that is a good sign that it’s time to ask for help.
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