With all the fuss about engaging content, companies look to communications professionals for guidance as to how they can use content to advance brand awareness, image, and public perception. Even though a handful of YouTube sensations earn unexpected and almost accidental viral success, effective, long-term social marketing requires planning and forethought.
Social marketing plans don’t necessarily require by-the-hour detail, however, a solid sketched- out framework will go a long way in ensuring your company is generating engaging and effective social media content.
- A social media plan helps you schedule.
Have you ever had a day when you just couldn’t make it to the office due to weather, illness, or personal reasons? Of course you have. A social media plan allows for scheduling of content and posts so that, should you need a personal day, you can take one and no one (at least looking at your social media) will be the wiser. Consistent posting of useful content is critical when developing community. Outline the type of content that resonates well with your followers and schedule it in advance to free you to focus more on timely engagement.
- A social media plan helps focus overall efforts.
Too many companies practice rather than invest in social marketing. Novice social marketers may post a few pictures on Instagram, upload a video on Facebook, and tweet once in while. Random posting with no clear content plan will result in random results, if any. Instead, brainstorm a few months of content, infographics, videos, and image ideas. Organize them by month and by channel. Consider how you can turn your business assets into beneficial content and leverage those assets toward engagement as well as calls to action.
- A social media plan provides opportunities for personality and creativity.
You earn brand loyalty through engagement. Audiences, similar to those found at a sporting event or concert, will let you know if they’re happy with your performance. If you give your followers what they need in a way they prefer to receive it, they’ll respond with retweets, shares, likes, and reposts. Some companies use a creative voice to maintain relationships, while others, a more professional bent.
When your social media efforts gain superior engagement, it’s critical to know which posts, what time of day, and what particular format grabbed your audience’s attention. This data becomes the basis for social media plans, which will support business communication, marketing, sales, and even recruitment efforts when you properly leverage them. To put into place initial guidelines for successful social planning, measurement, and engagement, download Axia Public Relations’ “Essential Social Media Guide” today.
Clients love Wendy’s compelling writing. She has nearly 20 years of experience in technology, business, consumer, and nonprofit public relations. She serves on the Massachusetts Down Syndrome Congress PR Task Force and is a culinary enthusiast and champion for the special needs community. Wendy has worked with Axia Public Relations since September 2014. Learn more about Wendy.
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