While many people bank on selling social media on it’s complexity and promise to deliver, it’s actually fairly straight forward once you start to translate it your business. Most of the time the act of posting, commenting and engaging on your profiles is just what happens in the middle. The real magic is in working out how your social media efforts can plug in to your current business model and then determining whether your execution has produced the results you expected.
If you simply break it down to PLAN > EXECUTE > MEASURE suddenly what was a confusing and time consuming practice with a difficult story to tell can easily be articulated to the business with recognised and understood value.
To start, as with any business decision, you need to determine whether social media is relevant to your business at all. If it is, you need to define how it’s relevant, how it relates to existing business goals and what metrics you can use to support this.
For many companies, social media performs a marketing function or augments their existing customer support process, while for others the connection is based on lead generation. If social media isn’t somehow directly contributing to your bottom line, either directly or indirectly, then it’s not a good business decision leaving stakeholders asking why you’re spending company money on an activity with no return.
That’s right, spending money. It’s generally free to sign up to these services, but the time, effort, resource and spending required to run an effective social media strategy is not. So it’s important that the execution of your strategy is pre-loaded with tools and mechanisms that allow you to easily track lead generation, conversion rates and repeat business.
It’s also important to note that many companies report on core metrics such as likes or follows. There are mixed feelings on this practice. It is a good idea to show these numbers somewhere on your reports as many stakeholders are familiar with them however, they shouldn’t be used to measure success. It’s much easier to convince your boss of your success with revenue uplift, sales or increase to customer satisfaction, than likes or follows.
Based on this foundation it’s straight forward to determine things like your voice, platforms to invest in, content calendars, resourcing etc in the lead up to the implementation of your strategy.
When making anydecision ask yourself - “what am I trying to achieve?“.