January 28, 2016
/ by Maria Materise
Every brand knows the importance of social media. But not every brand knows how to create a structured social strategy that will help them meet their goals.
In fact, only 15 percent of marketers know how to prove the impact of their social media efforts quantitatively.
So what’s the secret to building a successful social strategy?
Cision’s new white paper, “A Hub, Spokes & Technology: Social Media Strategy for Enterprise Businesses,” emphasizes the need to involve your entire organization in your enterprise social strategy. The white paper provides a six-step guide for communicators to revamp their social strategies and shows why social listening and measurement need to be a part of it.
Here are four important aspects that need to be a part of your enterprise social strategy:
Want more tips on creating your enterprise social strategy? Read the free white paper today!
Your social media team needs to be comprised of more than just one or a few people. Break down silos in your organization and involve all departments to create an integrated and fluid strategy.
Start by conducting a meeting with representatives from each department. Discuss each of their needs and how social media can accomplish them. Let the social media experts take the lead, but use everyone’s input as a guide.
To understand your social strategy’s impact, you need to set specific, measurable goals. These give your social media team a path to follow, but make sure they have the flexibility to make adjustments along the way as they discover what works best and what doesn’t.
Make sure your goals cover not only your organization’s overall needs, but also every department’s objectives.
Use defined metrics to report on your progress. The C-Suite and stakeholders will appreciate the data when it comes time to prove the benefits of your social strategy.
If you attempt to build a presence on every popular social platform, your brand will lose steam – fast. Think carefully about which platforms make the most sense and focus your efforts on those few.
To figure out which platform is best, analyze your audience and your goals. Use social listening software to track where your intended audience already is. Think about how your goals might influence your choices.
For example, Twitter is a great platform for engaging with customers directly and managing crises, but if you’re looking to sell a product to a female audience, Pinterest might make more sense.
When you’re operating a social strategy at the enterprise level, the widespread scale of your efforts can be overwhelming. It’s important to stay organized, and if you’re using multiple tools or don’t have the proper technology, your strategy will fail.
You need to invest in an integrated social tool that combines monitoring, engagement, distribution and analytics. Not only will you save time and money, but you’ll also have the flexibility to grow and build on your strategy as you evolve.
Images via Pixabay: 1, 2, 3
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