As a general rule, the first step to establishing a social media campaign is doing an audit on your existing social media. This should include the following steps:
- Ensure your branding is on target and consistent. This includes your logo, chosen colours and anything that represents your brand. Advice from all social media gurus says you must connect a face to the company, which means you must have a good headshot and use it.
- Your site must be linked to an email collector such as Mail Chimp (this is free for the first 1000 subscribers. Your email list is your client lead list and is a critical factor.
- Do you have a business Facebook Page and which social media channels are you going to start using or already use? Make sure the branding and design are consistent across all the channels.
- A blog must be created and sit within your website. You can use the title blog for now. The branding must be consistent.
- When building a blog you will need to invest in certain items that will enhance your blog such as:
- SEO Yoast – the pro version is only $69 and well worth it, there is a free plug-in
- MailChimp – mail list integration and opt in landing pages – free to start then upgrade to premium depending on your list growth.
- Make sure both the blog and the site are mobile responsive
- There should also be a contact me section, a short and sweet About Us with an image, a search bar as well as a sign up for our newsletters and updates section (this should be connected to MailChimp or some other kind of capture system for emails).
- There also needs to be a social share button at the top of the page (both the website and blog need these)
- Using the decided upon branding, logo and marketing materials for the site and the blog a template should be created that will be used for: Facebook, twitter, Pinterest, and possibly Instagram if you use it.
4 IMPORTANT THINGS TO REMEMBER ABOUT A SOCIAL MEDIA CAMPAIGN
- Monitoring and Engaging with Your audience – don’t forget to share information from the blog and website, engaging in conversations, answering questions, asking questions, commenting and supplying insights (based on your website and blog content), sharing your thoughts, products, books, and so on.
- Building & managing your Network –follow/friend/connect with new people based on the criteria that has been established for the brand. Also unfollowing and unfriending those that are spam or inactive. This would be in Facebook, Twitter and Pinterest. There are lots of different ways to encourage social interaction online here are some examples:
- Develop a series of questions of the week or month and encourage answers.
- Share links to articles that are relevant to your blog and may be interesting for your followers. o
- Establish some rules for your campaign for liking pages or joining and contributing to groups and things that can be followed and or tweeted or sent out via Facebook
- Research the important writers and bloggers in your area of speciality, follow and interact with them
- Research inspirational sayings and quotes and create a graphic image to enhance the quotes
- Make sure you remember to thank new followers to show they are appreciated
- Social media is exactly that social so don’t forget to interact with as many of your followers as you can.
- Monthly Report on Metrics –Social Media Return on Investment can be hard to keep track of, so it is important to ensure you have specific goals that can be monitored and tracked. Metrics reports should be monitored on a monthly basis.
These could be some initial goals:
- Gain a 20% increase in Facebook followers in a specified period of time
- Increase your twitter followers by 50% over 6 months
- Create a richpins Pinterest account and work towards attaining 100 followers every month.
- Make sure you add your blog content to StumbledOn, Google+, Flipboard on a consistent basis.
- Research “your tribe” and find groups, boards, Instagram and twitter chats to follow and interact with them.
4. Update Social Media Profiles on a regular basis –Ensure that you are updating your Social Media channels on a regular basis, ensuring that images are consistent, dates and events are scheduled across all channels and ensure your followers and friends have access to all the information they need to make informed decisions.