Updated: Jan 4
Without a plan, posting on social media isn't going to achieve the results you want. You may have 100's of followers, but if they aren't contributing to your bottom line or helping to influence social change, then why post? Likes and Followers are often viewed as 'vanity' metrics - what you are really looking for is engagement and responses to your call to actions.
An important step in creating a social media marketing strategy is to conduct an audit of your existing social media channels. For small businesses this should be relatively straightforward, and the purpose is to set a baseline for you to measure all your activities going forward.
When you do your audit, ALWAYS make sure your channels are on brand, and that all the bio info, links and hashtags are in place. (More on Branding in the coming months.) Another important point is checking that the content is appropriate for the audience on that channel. Each social media channel offers a different benefit to users, and you need to make sure the people you want to communicate to are actually using that platform.
Check out how many followers or likes you currently have and make a note of them, what are the demographics and if you have been in business for a year or two, what have the year on year follower/ like growth been. Using the Insights on the channels you use, note which posts work well and which don't. Using a SWOT (strengths, weakness, opportunities and threats) analysis to do this is a good idea, as it will help you to determine the best content for your channels going forward.
Once you have done your audit, you should be in a better position to determine if you are reaching your target audience/s, and what your strategic objectives ought to be in-order to achieve your business goals.
When you look at the demographics, ie the age, gender and location of your current audience, it might be that they actually aren't who you want to target. So instantly you have a strategic objective to attract the right audience!
Happy auditing, and next time, I'll cover how to create strategic objectives or goals for your social media marketing plan.