Did you know that 53 percent of Americans who follow brands on social are more loyal? This is great news for those who have already developed a successful social strategy. Unfortunately, the majority of businesses are struggling to keep up with their audiences on these platforms.
So what’s the first step towards change?
Social has permeated all business operations, from customer service to sales, and must be treated as part of the overall brand strategy. To get started, here are three ways to build a more successful social strategy:
Each department will benefit from social media in a different way, and their goals should reflect this. Your customer service department may want to decrease the average response time to Twitter complaints, while your HR department may want to increase the number of applications coming from LinkedIn job announcements.
To create appropriate goals, sit down with the head of each department to ensure your social media strategy addresses all of their concerns and also abides by your overall company objectives.
Ask for quantifiable goals with defined, measurable metrics so you can point back to the progress each department has made and discover how social has impacted your business strategy.
Once you have a better grasp on each department’s goals, you’ll be able to sit down and determine if you really need to launch that Periscope account or reduce posting on Google+.
Each brand’s audiences differ, and so too should their approach to deciding how many platforms are needed to build brand awareness and expand reach.
Does your brand sell a product that’s targeted to younger adults and teens? Think about incorporating Snapchat into your strategy. Does your PR team need to increase media coverage? Look to Twitter to find journalists covering your industry.
3. Open Ears
Communication, especially on social media, is a two-way street. You can tweet as much as you want, but if you’re not listening to what your influencers, employees, competitors, prospects and customers are saying, you might as well throw in the towel.
With the millions of posts going up across networks each day, it’s imperative that brands invest in social listening software to understand their impact across platforms.
A solution, like Cision’s, can help brands with everything from diverting potential crises to identifying prospects from conversations that may not have otherwise been on their radar. They can use data to inform future campaigns, revamp how they distribute content and prove social’s impact on the bottom line.