Do some research about the audience you want to achieve/represent (likes, habits,needs, profile…), competition, limitations, brand identity, market, platforms,singularities…once you get it, structure all the information and resources, so you candraw a map for your strategy. Study also how you plan to tangle platforms and people,because no need to mention that at this point you know that you “want” to segmentcommunities in social platforms
. Integrate and implement this map in your business model strategy. That is to say, findkey facts that can help you to create a consistent social media structure. This isstructure is built as it follows:
Once you get the platforms, assemble them
Build the social media profiles, don’t forget to fill in every criterion
Don’t publish it yet, make a draft – draw it if you want first, so management and toboard can see and approve it
. Optimize the profiles: use tools, APPs, resources and tips for giving the profiles acompetitive advantage. If is like every other, why should I buy from you?
Link profiles: You post and it goes to Facebook, Twitter, LinkedIn…You know what itmeans right?
Set up your blog – at the end is what truly matters – (WordPress rocks) theme, plugins,CSS and ready to roll on
How will perform your blog in the social media ecosystem you’ve built? strategy-tacticseffect.
Set up a trial period for all the platforms before you the launching and see how it works. You can test it inside your company, with colleagues or even with loyal customers. Getfeedback, correct, polish and improve it as much as you can.
How are you going to market your social media strategy? If you don’t say what you aredoing, how will the audience know about you?
In order to do step “J” allocate resources: people, calendar, tools, actions and of coursebudget – this will help you to get better results – Note: It’s really important that youallocate resources not just in short-term, but mid/long-term too.
Launching campaign. Do whatever it takes: guerrilla, offline, beta for your customers,offers, discounts, events, website, publicity, PR. Best results are achieved when you crossoffline with online media.
Use optimization tools as:
…- these are some I’m using now – it willhelp you to simplify the process and manage better your time.
As long as your strategy is on the field and deal with it. Consider – seriously consider –track, monitor and measure everything what you do on the Social Web. Identify how youcan best meet your goals (step “A”) by assigning ROI measures. I strongly recommendthat you tailor them depending on your goals.
Short-term. Don’t worry too much for it. Ensure that all fit in, your community isgrowing, therefore interactions happening around. People is talking about your brand, getfeedback, creating traffic to your blog/website, some conversions
Mid-term. Have it mind. Engagement, loyalty, brand reach, sentiment, sales, effort vsreward, opinion leaders
Long-term. What truly matters. Have you reached step “A”? If not, try different
Notice how I haven’t set up a timeline for the time periods. Your mileage can vary:it can go from 3-6 months to 3 years. It depends your product/service and your goals, of course.