Establishing a sustainable Social Media Marketing strategy

Nowadays all companies want to be in social networks, no matter how. The best advice you can give them all is to take a step back and look at how you want to work on them, thinking about the company in general.

We must ask ourselves a series of questions such as “should we develop a strategy before participation?”, “Should we experiment and develop a strategy as we move forward?” Will we ever be able to ask channel users directly if Do they want to buy, or should we be careful? “

Here are some considerations to help answer these questions and establish the framework for a successful program around social media.

Social Media strategy . We must have an idea of ​​what our objectives are and what business results we are looking for, in order to plan the resources we will allocate to it. This is the same as any type of marketing, and in social media we should not exclude it.

A survey that tackled the strategy in social media against tactics, showed different approaches between, for example, Guy Kawasaki and Chris Brogan, but both agreed that an approach is necessary for planning, execution, accountability and measurement of success.

The formation of a strategy in social media is a propitious occasion for creativity although it is not necessary to focus on the way to start. A consensus must be reached on the social strategy that will be carried out, which will require experimentation in the context of general objectives, focus, tactics, audience and, without a doubt, an effort to try to measure success.

Tactics in Social Media Marketing . The best combination of tactics is necessary to achieve our objectives, whether collaborating with clients, understanding our public’s preferences and their behaviors.

Many companies take the path of least resistance and end up in the big 5: Facebook, Twitter, Blog, YouTube and LinkedIn, but never think of the tactics they will follow once there. Is a group or page better for our Facebook? Such a simple question, many times remains unanswered.

What the seller must do is to confront all social networks, carry out an in-depth investigation of where his target audience is and finally answer the question of which social network is most convenient for us.

Processes in Social Media . Working through a strategy, with its tactics and development processes, will lead us to succeed in our social networking endeavor. This point is very important for several reasons, which starts with quality assurance for accountability. How can an organization obtain results in social media if it does not have some kind of process? These will allow us not only to carry out the planned activities, but also to know how to act in spontaneous situations, such as a negative comment.

Social Commerce . What is the ROI of Social Media? The answer is simple: what is the ROI of your office phone? The telephone facilitates communications and covers a large number of important aspects for the proper functioning of our company, from customer service, consultations, hiring new employees, etc.

This is the means of social communication in a commercial sense, a technology that facilitates communications, connecting brands with customers. We all buy the brand we like or like the most, and the closeness we can have at this moment helps us to build, maintain and improve relationships.

In this case, how do social media influence? We divide it into three large fields to obtain a satisfactory answer:

Facebook: The “like” button has a great potential because it is like having a sales relationship with the brand, either to receive promotions or discounts (40%), obtain updates on future sales (30%) and show support for companies (39%). ExactTarget 2010.

Twitter: More than 40% of the time that users are on Twitter, you learn about products and services just by listening to what others have to say. This explains why if we spend 20% of our time in this social network, we will be willing to buy or not. Edison Research 2010.

Social Networks: For every hour we spend on the Internet, approximately 15 minutes are destined to social networks. Half of the time we look for products or services and we try to have a sales relationship with the brands “. Nielsen report 2010.

The construction of a flexible strategy that takes into account the business objectives, together with the development of processes, will help us sustain social activities and maintain them in the long term. We must begin by creating communities and relationships, listening, responding and creating value, and then monitoring and analyzing the business opportunities in them.

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