But they struggle linking strategy to tactics, especially in social media. Randall Craig, a well-known speaker, author and consultant, suggests that intentionality is the key to linking strategy to social media tactics.
According to Craig, the era of social media experimentation is over. Just trying something with no objectives, plan or path to see what will happen will damage your brand. Your tactics need to be clearly tied to your business and brand strategies. Here is a simple check list for you to consider when you are developing your social media plan.
- What is your business strategy?
- What is your brand identity and positioning?
- Who are your potential customers?
- Which social media are your potential customers using ?
- How do your customers use social media?
- How does your brand fit with social media?
- What is your purpose – Attention? Interest? Desire? Action? (AIDA)
- What are your objectives? How will you know if your social media program is successful?
- Which media fit your business strategy, purpose and objectives best?
- Be consistent with your brand image everywhere, including Facebook.
- Set some rules as to who you will engage with for each media you select. For example, with Facebook, if I don’t know you personally, I generally don’t accept you as a friend. Ditto with LinkedIn. However, with Twitter, I choose to follow people who are interested in the same topics as I am, and I may not know them personally at all.
- Develop useful, meaningful content. (This is harder than it looks).
- Be consistent. If you publish a blog post once a week, make sure it’s posted once a week on the same day and time. (I admit that I often fail to achieve this rule. I promise I’m working on it). In a similar vein, be consistent with your length, topics and voice.
After doing this exercise, I realized I need to make some small adjustments in my social media plan. How about you? Is your business strategy clearly linked to your social media plan? Do you have a social media plan? Are you intentional about your approach, or are you just winging it? Cause today, you can’t do social media on a wing and a prayer.