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Successful Social Strategy Showdown (say that 10 times fast)

by Cara McGinnis • November 20, 2013
In marketing, we can not succeed without strategy. Posting, liking, following, sharing etc., all serve a social purpose. But is your purpose to gain followers, website views, shares or to put out unique content? Whatever your purpose is, there should be a strategy set in place to achieve the purpose’s goals.

You can start by creating a strategy for every social platform that your business is on and ask yourself these questions:
 
  • who is our audience?
  • what can we provide that is interesting?
  • where will the content come from?
  • when will it be updated?
  • why are we spending money?
  • How do we know the channel is effective?
Once you understand what each channel’s purpose is, then you can start to develop your social strategy. Sure, there will be overlap, as there will be different ways to say the same content, by tweaking the characters or making the most important info at the beginning because that social channel’s strategy tells you to do so.

A Harvard Business study references a dinner analogy when describing a social strategy: a company with a social strategy sits at the table and asks, “May I introduce you to someone or help you develop better friendships?”

Digital Strategy vs. Social Strategy

The primary advantage of a social strategy over a purely digital one is in tapping into how people really want to connect—with other people, not with a company. A business with a successful social strategy helps people form and strengthen relationships in ways that also benefit the company.

Neal Schaffer, author of Maximizing LinkedIn for Sales and Social Media Marketing says: Many marketers are solely focused on the ‘how’ rather than the ‘why’ of social media. Neal states that you should operate with a plan. The most precious resource for a marketer is time. Social media can drain your time, especially with the emergence of new platforms.

You need to have a plan—and more importantly, an objective—and be able to measure what you are doing. The more defined your objectives are, the easier it will be to plan your tactics, metrics and measure ROI.

Time to make a plan: give your purpose a social strategy by asking yourself the necessary questions.

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