1. Great brands always start with a strategy.
Never execute without a solid strategy that aligns with overall organizational objectives. Just like you would never go to a trade show without preparing in advance, you need to prepare what you will do ahead of time to make sure it aligns with your current marketing strategy. This includes defining objectives, establishing personas, developing a content and keyword strategy, planning an editorial calendar, determining a content development, approval, and promotion process, and establishing community and employee policies.
2. They choose wisely when determining who should implement.
Great brands understand that the person or organization operating their social media channels needs to always be up-to-date with the changing landscape and technology. They know that even if they have someone internally who might be able to pull it off, it’s not something that can be treated as a side job. The initial cost savings of managing social media internally aren’t as important as getting social media ROI. Great brands look for sustainable social media marketing that delivers results.
3. They value high quality content.
Everything you share on social media is a reflection of your brand. Brands need to create original, production-quality content. There should be a consistency across social media channels that matches the rest of your company’s branding, both online and offline. You should have a designer creating graphics and a copywriter crafting the messaging.
4. They ensure consistent messaging.
Just as every single image you post is a reflection of your brand, every single word, phrase, and sentence needs to be high quality and aligned with the brand. It may feel casual because of the immediacy of real-time communication and friendly conversational nature, but social media marketing means having every message aligned with the business strategy. Everything produced for social media marketing should be something the CEO would be proud of.
5. They regularly audit the strategy and implementation.
You should regularly assess the effectiveness of your social media marketing efforts to determine if you’re getting the desired results. If your social media marketing isn’t performing, it may be time to consider whether the implementation was executed on strategy, if it needs adjusting, or if the strategy needs to be revisited and potentially updated. Even when things seem to be going fine, you should be evaluating the results. If you’re not, you should be asking yourself the question, “what kind of money is still on the table?” It is likely that unmet opportunities exist for your company.
With clients ranging from Multi National Corporates to SMEs and everything in between, we know what your business needs when it comes to Social. Contact us to find out the tools we can provide you