Despite social media’s real-time, off-the-cuff image, it’s crucial to have a clear plan in place – as you would with other areas of your business. The new calendar is a useful opportunity to either update your plan or put one in place.
Developing a plan enables you to set out your goals; with regular review helping you to stay on track and work out whether your plan is making a difference to your business.
Your 6-step plan to success
There are a number of steps to work through when putting together your plan:
- What do you want to achieve from social media – what are your goals?
- Which social media channel is most appropriate for your target audience(s)?
- How often do you want to post? Be realistic.
- What content supports you achieving your goals?
- Make sure you review the plan using appropriate analytics.
- Update your plan if necessary – it shouldn’t be set in stone. Keep it flexible, and update it with what’s working.
This article from Hootsuite offers a great overview of producing a social media plan, with more information on setting goals for your social media activity.
Collect great content
Once your plan is in place and you’re in the day-to-day running of your business, keep your eyes and ears open for new content. Understand the problems your clients are facing; what challenges are people talking about on social media that your product or service will solve? Pull together material about a subject that someone would find useful and would take them time to research – do the research for them, save them time and get the results in one place.
Tools like Hootsuite are great at helping you execute a social media plan. Get your posts prepared, and then use a scheduling tool. Content will be posted automatically on the date and time you have selected.
Once you’ve posted, be sure to keep an eye on your engagement metrics – comments, likes, shares, retweets etc. But be aware that success will not happen overnight – strong and lasting engagement takes time to build.