One of the most frustrating statements a Social Media Manager will ever hear is, “I can run my own Facebook page – it’s not that hard.”
To a point, that’s true, it’s not that hard to throw a tweet on your profile whenever you feel like it. It’s not that hard to slap a logo on an image and post it on your Facebook, I get that. But there are some factors that tend to get overlooked when you do your own social media without a consultant or an agency.
Sometimes I have to remind people that Social Media Managers do this for a living. We create campaigns and look for the best ways to execute them, not just for our health, but for the sheer fact that it’s what we do. We enjoy the thrill of seeing a campaign come to life after months of research. We believe that having a social media campaign strategy is extremely important and here is why I believe that is.
You can identify goals and objectives – and reach them.
It’s important to determine what you want out of your social media campaign. Do you want more followers? Would you like to improve your online sales by 5%? Are you running an in-store special and want more people in the door? Identify these goals and then plan your social media around that. How are you going to use social media to get you there? Choose two or three goals and build from there. Objectives are specific and measurable approaches to reach those goals. Have a deadline to reach those objectives and work to get there.
SWOT & Competitor Analysis
All traditional marketing campaigns have a SWOT analysis (strengths, weaknesses, opportunities, and threats), so why shouldn’t a social media campaign? Sometimes a SWOT analysis is a great opportunity to see what your company is doing right and what you can improve on. What are your competitors doing on social media? What will build brand loyalty to your company, and create overall thought leadership from your audience? In order to bring in new business, it’s necessary to evaluate SWOT and competitors.
Find your audience
You might think you know your audience, but if you plan a social media strategy based around “35 year old women who tend to spend $250 or more online,” and you aren’t getting any results from it, then you need to understand your audience better. A social media campaign strategy will not only help you plan to market to your target audience, but can assist in identifying who you should be marketing to. Once you know your audience, your posting becomes much simpler.
Having a strategy lays out goals and objectives so that they sit right in front of you. Having that information constantly at hand helps managers to make content calendars that coincide with the end goal. Content calendars are extremely useful for digital marketers. We can see in front of us what we will be scheduling for the week, and we can decide whether or not we are going to post in the order we have content ready for. We can also make room for daily posts such as natural disasters or fun holidays like “National Donut Day.”
If you have an objective put in place to help you reach a goal, chances are that you are going to watch how your posts are performing like a hawk. Having a social media campaign strategy ensures that you will be looking at your content. Gone are the days where you would throw content up on your Facebook page and “hoped it worked.” With a social media campaign strategy, Social Media Managers are able to know exactly what is working, and can figure out why it isn’t very quickly.
So yes, it still is quite simple to post on Facebook. But if you commit a little bit of time to creating a social media campaign strategy, you will find that you are going to get the results you’ve always wanted.
If you need help with your social media account, please don’t hesitate to reach out to us!
Adele Stewart is a Senior Project Manager at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about her, here. If you have questions about social media marketing, contact the Sparq team today.
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