Social Media Audit: Business Planning & Strategy
Diving into any kind of venture without a clear plan sets you up to fail. Do you have a social media business plan? A social media strategic plan? Have you done a social media audit? Have you taken a good look at what you are doing for your business, social media wise?
No one plans to fail, but most fail to plan.
If you are like most business owners, you’ve set up several social media accounts and are engaging with friends and family. Maybe you are strongly represented on LinkedIn. Maybe you have a Facebook Fan Page because your restaurant is well established and all current customers have ‘liked’ your page. Maybe your Twitter account is used to follow the likes of Charlie Sheen, Steve Martin and Lady Gaga. Maybe your 12-year old set you up on YouTube and you’ve uploaded family vacation and holiday videos.
How are you using social media to further your business?
In order to use social media for driving traffic to your website and ultimately, driving customers to buy from you, you need a comprehensive, business and strategic, social media plan.
Social Media Managers can and should do some planning for you, as well as with you. A quick analysis can reveal your strengths, your weaknesses and how and/or where you can improve your social media engagement to firmly establish your overall social media presence.
The following social media platforms should be looked at during your social media audit and should be included in your social media business planning.
- Consistent branding of all your social media outlets
- Recognizable branding
- Use of images and video
- Use of social media icons to connect with other social media platforms
- Engaging the right audience
- Correct use of keywords for optimum SEO
- Inclusion of social media icons on all communication
- E-mail opt-in forms prominently displayed on all social media outlets
- Share real-time, relevant information with your fans
- Offer one on one, personal interaction with your brand
- Follow the right people and be followed back
- Be part of dialogue, not just monologues
- Set up your own channel and connect it to other social media outlets
- Use video to engage your audience in conversations
- Update your profile often
- Join up to 50 groups and engage with those business contacts
Once you have a plan put together and written up, don’t forget the most important aspect of planning: execution! Strategic planning will not be beneficial if it sits in a drawer in your desk, or in a file on your computer.
Set your weekly, monthly and quarterly goals and transfer those tangible goals to your business calendar. Review your social media business plan quarterly and mark your goals as ‘met’, if applicable. Meet with your social media manager quarterly or yearly to review the current social media plan and how you are meeting your goals. Continue to conduct yearly audits to update your social media business plan.
Please tell us if you have a social media business plan and how that is working for you. We would love to hear your comments.
As always, feel free to connect with us directly via email@example.com