Why a social media plan is the key to success

2017-05-30 12:05
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by Adam Gray | @AGSocialMedia | LinkedIn

Often I am struck by the gulf between tactical tasks and strategic planning and one without the other is pretty much a waste of time. At Digital Leadership Associates we sometimes get called in to help organisations that have achieved one but not the other, either they have an active “social department” which tweets and posts and engages with their audience or they have a social media vision…but they don’t seem able to implement it.

Introducing the social media plan! Well, it’s not exactly introducing, but it is the vital part in taking the strategic vision and executing that in a way which delivers value within the organisation.

Let me explain, you have a strategy…that is a document which details the “why” you’re investing in social media as an organisation, perhaps it says that you want to “engage all of your prospects in the social channels so that they are aware of you very early on in their buying cycle” or that “you want to be visible everywhere your customers and prospects send time”.

You know you want to clearly articulate what your business does and you want to use the social networks as a way of educating and empowering your prospects so that they arrive at the decision that they should be talking to you. That’s great, but it’s all rather “abstract”, rather like the brand language guidelines from your agency that says “we want to be friendly but professional” everybody knows what those terms mean but when you try to write a letter that is “friendly but professional” it’s not easy. There needs to be something more concrete.

The job of the social media plan is to bridge the gap between the abstract strategic vision (the bit that makes your heard race) and the granular tasks that are required to bring this vision to life.

So you write a “social media plan” which details the “how” you are going to achieve this vision. It may contain something like this: 

we need to post 10 things appropriate to our prospects and out industry every single day, we need to follow back people who follow us (because if they have followed us they probably have an interest and we should be trying to engage them in conversation rather than just broadcasting)  and we need to follow 50 appropriate industry figureheads and prospects every day.

This social media plan needs to document not just what tasks need to be carried out “find 5 new pieces of appropriate content and distribute them at 20 minute intervals from 10am” but it needs to explain how “using the searches you’ve already configured within Google Alerts select 5 pieces of appropriate content, then schedule them for 20 minute intervals using Buffer or Sprout”…

It doesn’t matter what the process is for your organisation…it just matters that there IS a process, because even those individuals and organisation that really buy-in to the social media vision sometimes struggle with the execution. Because if these things haven’t been thought through they simply won’t happen and phrases like “I didn’t have time” or “I could only find 3 pieces…” will become the usual responses.

As we all know, getting from ground zero to becoming a brilliant is largely about process and diligence rather than aptitude!

We are a Social Media Agency. We do three things: Social Media Strategy,Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation. 

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Organically grow the holistic world view of disruptive innovation via empowerment.
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AVANTAGEHeadquarters
Organically grow the holistic world view of disruptive innovation via empowerment.
OUR LOCATIONSWhere to find us
https://dlaignite.com/wp-content/uploads/2019/04/img-footer-map.png
GET IN TOUCHAvantage Social links
Taking seamless key performance indicators offline to maximise the long tail.

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