What is Behind
Social media strategies are designed to guide your social network interactions, but there’s a lot happening behind the scenes. Most people focus on what content they want to share and the audience they want to reach, and ignore the stuff that the public doesn’t see. Every good social media strategy must consider the administrative side of things and data from social media itself. Here’s what is behind social media.
A social media strategy needs to be about more than just the content being created and shared, but who is doing it. A good design agency in Brisbane offering social media services can handle things for you, but you need to carefully consider what is happening if you want to handle it yourself. Outline which members of the team are responsible for different aspects of the plan.
Put together an audit of everyone who has social media at your business. Anyone on that list needs to have their own responsibilities to adhere to, even people who only occasionally get involved. That way you have a clear chain of command and everyone understands their position. This helps to avoid problems and mistakes, and allows for easier scaling as the company grows.
Everyone knows what happens when someone at a company doesn’t follow the guidelines makes a mistake. This is why you need to have a critical response plan within your social media strategy. This is the plan for extraordinary circumstances, which should be followed if something goes wrong with social media or the business as a whole; whether internal or external. Outline all of the protocols your team should follow in the event of an emergency. Establish realistic scenarios and walk employees through their specific roles in the critical response plan if such events actually happen. This preparation is key.
Evaluating the Success of your
Social Media Campaign
Running analytics and measurements also happens behind the scenes of a social media strategy, and are another integral part of the whole process. You created specific social media goals built around metrics and KPIs, and you have to have a measurement program in place that lets you track your success.
You need to measure the success of social media using qualitative and quantitative measures.
• Quantitative Measures
These are easier to measure with analytical tools like Google Analytics and Hootsuite. They are used to support the objectives of your strategy. This includes things like content reach and engagement, and the leads and conversions brought in from social media. They provide clear indications about whether your branding Brisbane social media strategy has worked or not.
• Qualitative Measures
These measures may not be as tied to objectives as quantitative measures, but they still provide great insights. This includes the way people think and feel about your brand, and what kind of relationships you have with influencers on social media.
This measurement system makes it easier to determine the ROI of your strategy, and is a vital part of making decisions about tactics, tools, strategies, and correcting a bad course.
After determining which measures you want to track, you need to define when you pull each data point. This should be done regularly, letting you change course based on the data you gather.
You aren’t going to be pulling data for the sake of it, and you won’t be doing it to reinforce any preconceived ideas you have. You are doing it in order to track your progress and constantly improve your social media presence. You need to adjust your social media strategy around the evidence.
With that said, you must give your plans time to take effect. Don’t be too quick to judge something as a failure because it didn’t work instantly.