HOW TO CREATE AN EFFECTIVE SOCIAL MEDIA MARKETING PLANDr. Bhupinder Chahal
What is a social media marketing plan?A social media marketing plan is the summary of everything you plan to do and hope to achieve for your business using social networks. This plan should comprise an audit of where your accounts are today, goals for where you want them to be in the near future, and all the tools you want to use to get there.In general, the more specific you can get with your plan, the more effective you’ll be in its implementation. Try and keep it concise and don’t make your social media marketing strategy so lofty and broad that it’s unattainable. This plan will guide your actions, but it will also be a measure by which you determine whether you’re succeeding or failing at social media. You don’t want to set yourself up for failure from the outset.
Steps in Social Media Marketing Plan1.Create social media objectives and goals2.Conduct a social media audit3.Create Mission statement for each social network profile4.Create or improve your social accounts5.Get social media inspiration from industry leaders, competitors, clients6.Create a content plan and editorial calendar7.Test, evaluate and adjust your social media marketing plan
Step 1: Create social media objectives and goalsThe first step to any social media marketing strategy is to establish objectives and goals that you hope to achieve. Having these objectives also allows you to quickly react when social media campaigns are not meeting your expectations. Without these goals, you have no means of gauging your success and no means of proving your return on investment.Strive to approach these goals using the SMARTapproach, meaning they should all be Specific, Measurable, Attainable, Relevant and Time-bound.For example:For Instagram we will share photos that communicate our company culture. We will do this by posting 3 photos a week that will achieve 30 likes plus 10 comments each.
Step 2: Conduct a social media auditPrior to creating your social media marketing plan, you need to assess your current social media use and how it is working for you. This requires figuring out who is currently connecting to you via social media, which social media sites your target market uses and how your social media presence compares to your competitors’.Once you’ve conducted your audit you should have a clear picture of every social account representing your business, who runs or controls them, and what purpose they serve.