Social Media

Internet marketing means we have more communication tools than ever before. And, what’s more, the speed at which they are being introduced – and at which the public are lapping them up – doesn’t seem to be slowing down.

Social Media Marketing FrameworkHere is a 5 step framework for your Social Media Marketing strategy to help you to review which digital marketing techniques work for you, and create a plan which is right for your organisation, your budget and your audiences.

What are your objectives for using Digital Media?

Are you looking to:

  • acquire more visitors to your website?
  • convert visitors into customers?
  • engage more fully with your clients?
  • improve the retention and loyalty of your customers?

Step 1: Planning

I have to confess, I like to do the planning bit after the next steps, but all the text books say planning has to come first…

  • Who will be responsible?
  • Who needs to be kept informed?
  • How is social media being used in your sector?
  • What are you competitors doing with social media marketing?
  • What are your SMART objectives?
  • How will you report against these objectives?

Step 2: Listening

  • What terms will help you to identify relevant conversations in the social media marketing space.
  • Try monitoring your digital footprint
  • Who are the leaders of the pack, setting the agenda?
  • At what points in a customer journey do people connect?
  • How are you able to monitor these conversations?

Step 3:  Conversing

  • Who are you speaking to?  Journalists? Customers? Intermediaries?
  • Which social media platforms do they use?
  • Who is the “real” person who will be the voice of your SM?
  • Create a content / editorial schedule
  • What good stuff (“link bait”) will you have your site?

Step 4: Responding

  • How will you handle responding?
  • Public vs private responding
  • Do you have a Social Media policy?

Step 5: Measuring Your Success

  • Money is a key measure:  Sales
  • Reverb: Fans, Followers, Friends
  • Engagement: Videos viewed, programmes downloaded
  • Quality vs Quantity
  • Return on Investment
  • Google Analytics Social Media Filter & Goals

4 responses to “Social Media Marketing Strategy Framework”

  1. Sebastian says:

    SMART objectives? Wossat?

  2. Susan Hallam says:

    Sorry about the SMART jargon. SMART is an acronym for:

  3. Hi Susan

    I attended a Data Protection course recently that stated a new European law is coming into force next year concerning the use of Cookies and ensuring websites using cookies to track customers on their sites must highlight to users that “this is a cookie site” and gives them the option to enable/disable cookies, which could signal the end for tracking people’s movements on your site. People unclear about cookies would simply log off in my opinion.

    What was unclear was how the law was to be implemented, whether it would be on the home page of a site or on each and every page, which would surely affect anyone’s decision to keep using such sites.

    If this law is coming, which the trainer assured me it was and she has doubled checked this with a leading Data Protection QC in London, this will surely affect any measuring process we put into place. I would be really interested in hearing your views.

  4. Peter Simcoe says:

    Your presentation last Thursday [Business Link Conference on Businesses Online] was excellent and inspiring. I’ve now reopened my Twitter account [after a 24 hour trial period last year – at the end of which I was convinced it was of little use] and begun connecting it to various sites I run / contribute / have designed. I think it will be of use to my clients and so I would agree that this is a useful tool.

    I was interested to hear that you recommend Facebook for most companies [I think you actually said “all companies”] but I m struggling to find relevance for my manufacturing based clients such as or even who, to be honest, would agree with me when I would describe any companies mentioned on Facebook as either fads, fashionable [eg the footware company mentioned] or simply not that serious. My question would be – how could a manufacturing company like Greenbarnes [or other imaginary industrial company] use Facebook?

    Thanks for the inspiration so far.

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