Most of the companies who come to us for social media assistance look at social media as a publishing and acquisition channel, severely limiting their ability to grow their brand's awareness, authority, and conversions online. There's so much more to social media, including listening to your customers and competitors, expanding your network, and growing the authority your people and brand have online. If you limit yourself to just publishing and expecting a sale here and there, you may be disappointed.
Social media may be a playground for your customers, but not for your company. For a business, social media marketing should be taken every bit as seriously as any other marketing initiative if you want to see results. Or, more specifically, profits. MDG Advertising
This 8-Point Checklist to Social Media Marketing from MDG Advertising provides a lot more insight and detail to a well-balanced social media marketing program, including:
- Strategy – Key to social media success is the ability to develop content, process, promotion, and measurement strategies that drive social media users' affection, respect, and trust in your brand. One area within this section that isn't discussed at length is having a great social selling strategy where your sales team is growing and engaging their networks.
- Social Platform Audit – Identifying where your prospects, customers, and competitors are and how you're going to capitalize on your strengths and their weaknesses is a critical aspect of a social media strategy.
- Understand the Technology – A thorough understanding of the capabilities of social media marketing platforms for multi-location, e-commerce, lead generation, influencer outreach, call tracking, social publishing, social measurement, review solicitation, social graphic design, social media advertising, landing page optimization, content queuing and control, as well as user-generated content (UGC) capabilities.
- Social Paid Media – Facebook, LinkedIn, Twitter, Pinterest, Instagram, and Youtube—all have robust methodologies to target and promote your content.
- Content Development – Content is the food that your audience and community are hungry to consume. Without a great content strategy, you're not going to capture attention and shares on social media.
- Customer Response (Online Reputation Management/ORM) – Social monitoring to manage your online reputation as well as react and respond to crisis communication is imperative today. Your ability to respond and respond quickly to customer service issues or crisis provides consumers with a level of respect and trust you could otherwise lose.
- Compliance & Risk Assessment – A review process to ensure regulatory compliance and mitigate risks is a critical a feature of social media platforms and successful social media processes.
- Measurement – Whether it's awareness, engagement, authority, retention, conversions, upsells, or experience, every social media strategy must have tools implemented to fully measure the key performance indicators of the strategy.
Here's the full infographic – be sure to check this against your strategies to ensure you're building a profitable social media program.