1. How much time do you currently spend on marketing and communication tasks?
By calculating how much time you’re currently spending you’ll be able to allocate time for your social media activities. I find this exercise really useful as we often aren’t aware how much or how little time we’re spending on our marketing and business development.
2. How much time do you think you can allocate specifically to social media?
Social Media can not only be addictive but it’s also very easy to get side-tracked and before you know it you’ve spent hours on Facebook without actually achieving anything. The more specific and disciplined you can be with your time the better your results.
3. What social media networks and activities do have experience with?
Are you a pro on Facebook but have never used Twitter? Have you got a blog and are an active blogger? Have you got a LinkedIn profile… but it’s still not completed? Have you got lots of videos but still need to list them on YouTube. Are you a fan of forums?
4. Do you have the relevant skill set?
Social media is primarily content based. Are you good at writing content in your niche subject? Can you create awesome videos? Are you knowledgeable in your niche? Think about the skill set you need to have a successful social media campaign. Highlight where you think you may need to outsource, i.e. if you wanted to outsource article writing. Just because you don’t have the skill set for something doesn’t mean you still can’t do it – simply outsource it so you can focus on what you do best!
5. What are your social media goals?
There are many goals you can achieve via social media, for example you could use social media for any or all of the following:
- Build excitement prior to an event
- Build your email list
- Create a buzz about a launch product
- Create joint ventures
- Drive traffic to your website(s)
- Generate PR (press coverage)
- Generate Speaking Opportunities
- Get suppliers
- Get your fans to talk about you
- Getting feedback from your services/products/events
- Increase Brand or issue awareness
- Introducing colleagues
- Lead generation
- Network with like-minded individuals
- Search for opportunities
- Promote an event
- Recruit staff or outsourcers
- Reach companies/people you may not have been able to get in front of in the offline world
- Research and learning
- Sell products online
- Sell your services
- Share the latest industry news with your fans/followers
- Show your expertise
- Support charities
- Understanding what others are saying about you
- Reputation management
6. Pick 3 of your top goals and make sure they are S.M.A.R.T. -Specific, Measurable, Attainable, Realistic, Time-based.
7. Who is your target audience? Who do you want to reach? Which is the best method to reach and get your message across to them?
8. What motivates you to interact with other brands via social media? What can you offer? Be creative
Think about what has stood out for you from other brands. The more creative and different you can be the better. I love Toy Story’s Facebook Fan Page, not only do they have the welcome page but they have also have a fun page where you can turn yourself into a toy. Obviously this won’t be applicable for every business but by thinking outside the box and coming up with creative ways to build interaction with your readers and potential clients the better your results.
9. What will you share? What will you shout about? What will your content be about?
This sounds really obvious but it can be hard coming up with fresh content all the time. Whilst it’s important to write about your knowledge within your niche area you can also write about other things as long as there is some kind of connection. Don’t be afraid to ask your readers what they would like to see as well.
10. How will you measure your results? How will you know what you’re doing is working?
Identify the following and put into a spreadsheet so you can measure your results on a week by week basis. Work out the financial return on investment (factoring in how much time you have spent on your social media)
- Number of fans, followers, readers (or number of high-quality/targeted fans)
- Number of video or other content views
- Volume of user comments posted to your blog, profile or posted content
- Retweet or peer-sharing statistics for related content and posts
- Comment or retweet resonation (number of user comments multiplied by how many followers or friends each user has)
- Engagement (duration of video views, time spent on your blog site, time spent playing your branded game application, etc.)
- Media coverage
- Media impressions (mentions on blogs or other media multiplied by the size of the audience)
- Advertising click-through rates
- Company website traffic statistics
- Quantity of new qualified leads or sales
- Volume of customer service issues handled.
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