We hear a lot of companies saying that when it comes to social media, they have “tried everything” and that they are seeing “no results”.
Fundamentally, the only way to do social media is the way that works for you, your business and your audience, precisely NOT trying everything. No social media strategy should be the same, and it should be tailored with very careful consideration of the following:
1. Your business objectives
Just because your competitors are doing something well or the latest blog says so doesn’t mean the same will work for you. Not all social platforms or activities will give you any return because they have not been built for your business.
You need to focus your time doing what will really bring value and if you fully understand your objectives for doing social, you should be able to align them to specific activities and platforms that can help you meet them.
2. Your audience
It is vital you understand your audience, their needs and the social platforms they are likely to be using. This knowledge will help you define how you leverage social media to interact with them to meet your objectives.
3. Your expectations
Before you embark on the social journey, be clear about what success looks like. Is it the level of engagement, the number of followers, likes, retweets? Or the types of conversations you are developing with a smaller audience?
Whatever you have identified as being your social business objectives, you need to set realistic goals and Key Performance Indicators (KPIs) that you can go back to when reviewing activities that have been executed upon.
Don’t fit your business into social, fit social into your business
This should be music to your ears. It means taking a step back and building out a more simplified strategy that allows you to do less and do it better by becoming more focused on the items that are going to deliver results with your defined audience.