Marketers Need a Defined Social Media Strategy

Marketers Need a Defined Social Media Strategy

Nov 1 2016

Investing time and resources in a social media strategy is only a smart move if you have a well-defined approach. Too many marketers make the mistake of trying to talk to everyone in every social channel, which makes it impossible to define the right voice, content, and measure of success. A better method is to narrowly identify whom you want to listen to and communicate with. Are you targeting Millennials entering the workforce, dads with young children, or senior executives nearing retirement? What are they doing on social media, and where are they doing it? What are consumers saying about your brand, products, services, and competitors? Start with simple Google searches on your brand name, analytics tools within social networks, and secondary research sources, such as Pew Research and Edison Research, to identify larger trends in social media use. This information will set you on the right path to defining a targeted strategy.

Turn Conference Introductions into Ongoing Connections Feb 4 2016

After your next conference, social media tools can help you follow up with the people you really want to make a part of your professional network. Try these strategies:

• Install a business-card-processing app on your smartphone that can scan cards with a camera and convert them to contact information.
• If you meet someone and hit it off, connect right away. Send your pal a tweet from your smartphone right then and there.
• At the end of each trip, make a “keeper” pile of business cards for people you want to stay in touch with, then use your business card app to capture them.
• Use your business card app’s social networking function to send each person a LinkedIn connection invitation.
• Send your “keepers” a personal e-mail saying how much you enjoyed meeting them and suggesting when or how you’ll follow up.