Information provided by the Small Business Development Center
Social media is a marketing tool used by consumers and businesses to allow for two-way communication and engagement. Social media platforms allow companies to initiate, monitor, and drive conversations related to their products, and their brand.
In order to maximize your impact on social media, your business should develop a social media marketing plan (SMMP). A SMMP is a summary of your social media presence as it relates to your business goals. This plan includes eight steps:
- Assessing your current presence
- Researching the industry
- Identifying your audience
- Setting goals
- Selecting platforms
- Developing a content plan
- Measuring success, and
- Monitoring and adjusting.
Step One: Assess Current Social Media Presence
You should assess your current social media presence before beginning a new social media marketing strategy. Whether you're starting from scratch or not, you may find that your brand is already being talked about.
Step Two: Research Your Industry
The research step of your plan is designed to help you listen to your customers and better gauge their interests. This is also the time to listen to your industry to see which social media strategies are working and which ones are not.
Step Three: Identify Your Target Audience
During this step, bridge the gap between your target audience and your social media presence. You can do this by gathering audience data, then defining your target audience. Use this information to develop a target market statement.
Step Four: Set Social Media Goals
Your social media marketing goals should be unique to your business and overall company vision. They are also a crucial component for measuring the return on investment of your social media marketing efforts.
Step Five: Select Your Platforms
Don't try to maintain social media accounts on every platform out there. Select the ones that will work best with your company culture, brand visions, and available resources.
Step Six: Develop a Content Plan
Content is the most important part of your social media marketing plan because it drives customer interaction.
Step Seven: Measure Success
The purpose of setting SMART goals and creating content related to those goals is to measure your social media return on investment.
Step Eight: Monitor and Adjust Your Social Media Marketing Plan
Determine how often you will measure your success and use these reports to monitor the success of your SMMP. Your SMMP should be an active process.
Overall, social media marketing is not a be-all, end-all marketing strategy. It cannot be the sole driver for your marketing team, but it can greatly enrich your marketing plan. If social media platforms are specifically designed to create engaging content that drives two-way interactions, then businesses should focus on the interactional aspect of this technology. The main goal of social media marketing is to create genuine, dynamic connections with real people. Think of social media marketing as away to constantly connect with the consumer by bringing them meaningful content that cultivates an authentic relationship with your brand and product.
Check out these Lewis County businesses effectively using social media platforms:
Facebook- Tug Hill Vineyards
Instagram- @downtoearthjewelryny
For more information on social media marketing plans, reach out to the Watertown SBDC!
Source: A Guide to Social Media Marketing For Small Business. New York Small Business Development Center, 2020.