Social Media Strategy

Social Media Continues to Grow in Popularity

Online social media usage is at an all-time high, outranking email usage and time spent conducting web searches. According the Pew Research Internet Project,   73% of online adults engage with at least one social networking site. Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. Some 42% of online adults now use multiple social networking sites. In addition, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis. According to Fast Company, 93% of marketers use social media for their business. Social media marketing can be a cost effective tool to target your ideal customer.

Components of a Successful Social Media Strategy

  1. Establish Goals & Objectives — It is important to establish specific and measurable goals before embarking on a social media campaign. Examples of goals include: increasing brand awareness, generating website traffic, increased product sales, etc.
  1. Determine Your Audience – As with any marketing activity, it is paramount to determine the audience best suited for your brand or campaign.
  1. Locate Your Audience Online – Once you have narrowed your target audience, utilize social media channels that have the most usage for that demographic. Keep in mind that younger audiences are constantly on the move. Facebook is no longer the top destination for teens. They have since moved on to Tumblr, Instagram and no doubt a new platform every few weeks.
  1. Assemble Your Toolkit – While it is important to treat each social media channel as a separate outlet with a unique “voice,” take advantage of the many useful time saving tools such as Hootsuite, SocialBro and Spout Social.
  1. Join The Conversation – Post content that is relevant to your target audience and appropriate for the specific platform. Many companies find that using an editorial calendar helps to keep content flowing.
  1. Measure Results – It is important to consistently monitor your social media metrics to ensure that you are reaching your intended audience and that your efforts are helping the business reach the goals established early on.

Social media is an integral part of modern culture, both in the United States and internationally. A well thought out social media strategy allows a company to cost effectively reach niche audiences and promote brand awareness.

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