I’ve seen quite a few articles floating around the internet about what makes for a good social media plan.
The best I’ve seen actually comes from Digital Marketer’s Certification Program.
To be frank they are not thinking of just social media, but they’re putting your social success in terms of good business sense.
Social Media Success today is all about being exceptionally good at balancing customer service with the bottom line.
There are 4 key areas that Digital Marketer address and we’re going to be covering that in this post.
1. Social Listening
2. Social Influencing
3. Social Networking
4. Social Selling
Now just take a step back and think about what a good business person does.
They will usually
1. Assess the market
2. Position themselves as the authority
3. Attend multiple networking events, trade shows etc
4. Promote and Sell their products
So seems to me that the success of social media is pretty much the success of any smart business person.
So Let’s Dive in.
Let’s Define the Social Success Cycle
Social Listening is defined as monitoring and responding to customer service and reputation management issues on the social web.
You have to listen before you do anything. Understand what people want and need before you start pushing a product in their face.
The amount of social listening that you do will inform the other stages of the Social Success Cycle.
Many times the goal of your social listening campaigns will include:
- Managing your online reputation
- Reducing refunds
- Identifying product gaps
- Identifying content gaps (for marketing purposes)
Social listening also implies that you have a proper feedback loop established in your business.
Your social media manager will need to be well connected with the key decision makers of your product and Public Relations team.
So the next aspect of your social success is Social Influencing, and this is defined as establishing authority on the social web, often through the distribution and sharing of valuable content.
As a Social Media Manager your goals for Social Listening should include:
- Increasing engagement
- Increasing website traffic
- Increasing offer awareness
- Growing retargetting lists
As you move on your next objective is Social Networking; which is defined as finding and associating with authoritative and influential individuals and brands on the social web.
Although less tangible your goals in social networking is pretty simple.
You want to be have more media mentions and develop strategic partnerships.
We can see that these goals will come over time and a lot of energy and effort networking online and building trust.
Lastly, Social Selling is defined as generating leads and sales from existing customers and prospects on the social web.
Although you may think the ultimate goal of social selling is to make money this is actually NOT the case.
The main goals of social selling are:
- Generating leads and growing your email list
- Establishing the initial customer acquisition
- Up-selling or cross-selling
- Increasing buyer frequency.
So What now…
With the Social Success Cycle defined you may be wondering so what?
You do have all this in place, either within an in house social media manager or one that you contract; but how does this guarantee your success on the social web?
Well firstly there are no guarantees. There is simply a scientific process that is followed.
This is why many companies are going the route of hiring social media managers.
It makes no sense jumping on social media and 1) not knowing what you’re doing and 2) not having a specific person dedicated to this type of operation.
Large companies like Nike, Amazon and Google all have dedicated Social Media Departments!
Even smaller companies like Elite Marketing Pro (the affiliate program that I am a lifetime member of) has a dedicated Social Media Manager!
So you understand that it’s not only important to KNOW what you have to do on social media, but you also must have someone in place to handle it for you.
Truly hope this post has served you today.
If you’re interested in having a 10-Minute Social Media Audit done just follow this link.
The Marketing Mom