How Trial and Error is Affecting Businesses Doing Social Media
Reading an article this morning from the Huffington Post, drove me to write about what’s been said on that article. The article was written in relation to the new social media book, Social Marketology by Ric Dragon. We have not read his book yet, but should be an interesting read for social media aficionados. The idea is not to treat social media marketing as traditional marketing’s trial and error. One of the first recommendations on the article is to
Focus on desire outcomes first. What we do first for our clients, is do an analysis of what the desire outcome or goal should be. This is base on the type of presence they currently have online and in their locality. If there’s no presence then our initial recommendation is to brand the service or product online.
- Incorporate brand personality and voice. What is the voice branding you want to project for your business. This should be the voice that your entire team should maintain throughout all social media sites.
- Identify the smallest segments possible of your constituents. Pick and choose the conversations you would like to engage and that you feel it will have a positive outcome on your business. Identify those micro segments or conversations that will allow you to improve the engagement levels.
- Identify the communities for these micro-segments. Identify those communities that are in groups not necessarily in your proximity. These are the ones that will create noise about local issues happening in your area as well.
- Identify the influencers of these communities. Social media brings all the aspects of important influencers these days, including peer pressure, authority, credibility, and in some cases, celebrities. Because feedback from social media operates in real time, you don’t have to wait months for results. You spend the months influencing the influencers.
- Create an action plan with metrics. Good action plans include a listening plan, channel plan, SEO plan, and a content creation plan, with activities and metrics. Social media activities span the gamut from curation to gifting, building relationships and groups, blogging, service actions, to lead conversion. Pick the ones that fit your desired outcome.
- Iteratively execute and measure results. Measuring is all about return-on-investment (ROI). This can be customer acquisition cost, revenue growth, profit, or whatever other parameters are key to your success. Iterate and expect to pivot, based on results, because you can’t get it all right the first time. This is not trial and error.
Steps 1 to 6, were taking from the Huffington Post article.
For more information in how your business can benefit from having a social media presence, please call us at 877-653-9393 and speak to one of our social media representatives.