We’ll enact a social media audit.
This includes making sure your branding is consistent across all social media channels. We’ll compile and analyze your social media metrics like followers and engagement rate, and then we’ll review the social media presence of your direct competition.
We’ll research your target audience.
Who are you trying to reach? How old are they? What are their interests? Which social media channels do they use? Answering questions like these will make sure you’re targeting the right people on the right platform with an aligned interest in your messaging.
We’ll research your target audience (Part II).
Elaborating on “which social media channels do they use,” it’s important to realize where your target audience resides (online, that is). It would be wasteful to spend equal time across three social media channels when one shows more reach and engagement with your preferred audience. Sure, it’s nice to exist omnipotently across all digital platforms, but if your age demographic resides on Facebook, and your audience is more responsive on Facebook, then trust in the data, spend more time there, and spend less time on less responsive channels.
Nailing the “voice” or persona of you brand.
When posting to social media, what’s the persona of your written content? When reading your text, what does the “voice” sound like in the heads of your audience? It is lighthearted? Humorous? Helpful? Informative? Trustworthy? Transparent? Easygoing? The content you post is conveyed by a knowledgeable brand ambassador, so this “person” should convey al the characteristics of your brand.
Which leads us to your brand. Once you figure out the voice, your content — whenever possible and relevant – should use the colors and design elements of your brand.
Crafting your social media strategy.
And that includes building a separate strategy for each channel, since each channel is used differently and represented by certain demographics. When creating your strategy, we’ll consider things like…
- Your goals. What do you want to accomplish with social media? Do you want to introduce your brand to the uninitiated, or strengthen your brand with current customers? Do you want to direct people to sales or content existing on the website? Your goals help determine the content.
- Your industry or area(s) of expertise. What information are people in your industry looking for? What are they interested in? What do they want to know? If there’s a deficiency of certain information in your industry, there’s an opportunity to create that content — perhaps as a blog post or a more simple, explanatory graphic – and share it to social media.
Implementing social media design.
We’ll make sure each social media account features the correct – and consistent — visual branding elements. For example, your Facebook header, profile picture, and icon will properly convey the company branding.
Creating your social media calendar.
This shared content calendar shows approval-ready posts scheduled throughout the month. These posts could be anything from company announcements to sharing blog posts. And because the calendar is shared, clients can see the crafted posts and approve them before posting.
Creating and maintaining your ads.
Remember when I said, “More on that later”? Well, here we are (you made it!). If you really want to increase your reach and engagement, you’ll want to present ads into the social feeds of your targeted audience. We’ll create the graphics and text, select the targeting attributes, and then maintain the ads for their specified duration.
Engaging through responsiveness.
Social Media Managers will also be monitoring any activity on assigned social media channels — they’ll be responding to, and interacting with, your followers. This is an invaluable aspect of the service as it show attentiveness and great consideration for your audience – an attentiveness that helps secure brand loyalty.
And since more than 65% of people use social media for customer service, it’s imperative to respond to inquiries, less-than-awesome experiences, and positive customer reviews with equal measure and diligence.
Analyzing your performance.
This is an integral aspect of Social Media Management. Analysis tracks the performance of ads and organic posts; it shows which types of content engage, convert, or fall flat. And from these metrics, your Social Media Manager can glean the behavior and responsiveness of your audience (which better predicts the success of future content).
And this analysis – these metrics and results — will be shared with you on a regular basis. And we do this because we want you see how your investment is working. We want you to see any gains and losses, and watch how new data strengthens strategies to win the lager battle – to engage, grow, and gain the trust of your target audience.