8 steps to build a good social media strategy

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Social media is perfect for connecting with your potential customers. That facebook database is, as long as you have a well-defined strategy, something you can achieve with some useful tips.

Today, social media is an essential communication space for companies. Through it, a brand can be promoted, a common code can be established with clients and information can be shared instantly. Now, how a company relates and inserts itself in this area is what it must define in its social media strategy.

But it is not about having a presence on every existing network or being on them just because it is fashionable. Here it is essential to have a plan in accordance with the goals set and the target audience. Let's look at some steps that will help in this task.

1. Have a specialized team :

It is essential to have an expert team with innovative ideas and the ability to react. This will help new ideas emerge when creating your social media strategy, and will also ensure the correct implementation and execution of your strategy.

2. Listen and compare :

Analyze your competitors' social networks , read the comments of your potential clients, this will be a guide on where and how you should be active on social networks, and it will also help you know what criteria you should take into consideration. For example, through this way you will know what is said about your brand or product, who or who are saying it and where they do it.

3: Define a goal :

As we have heard many times, if you try to do too much, you will not achieve much. If you try to achieve everything on social media, you will not get good results; and although you can indeed achieve several objectives , the ideal is to focus on a smaller amount, at least initially. Think about what you want: increase sales? Make yourself known? Increase customer loyalty? Start with an alternative.

4. Select the right metrics :

How will you determine if you are truly making a difference to your business? What metrics will you use to evaluate the effectiveness of your social media strategy? Will you measure ROI ? This step indicates that your objective determines what is measured and how it is measured. Here, you should measure behavior and not just data. For example, a weak metric is the number of Facebook fans you have, and a strong metric is the engagement rate that your fans have on your Facebook account.

5. Analyze the audience :

Who are you going to interact with on social media? What are the demographic and psychographic characteristics of your current or potential clients? How do these factors influence what you can and should address on social media? Having an overview of your target audience will allow you to assign appropriate tasks and deliver the corresponding content.

6. Establish your difference :

No matter who you are, or what you sell, your brand's features and benefits are not enough to create worthy engagement . Consider that if your company and your competitors have the same special offer, you will no longer win in novelty. You must ask yourself how your product is going to appeal to the audience's heart, rather than their head. For example, Jobs' Apple was not about technology, but about innovation.

7. Act like a human being :

Social media is about people, not logos. At least to some extent, your brand needs to act like a person, not an entity. Humanizing your strategy will create greater affinity with your customers.

8. Create a channel plan :

You should have a specific reason for participating in each channel, not because one network is more popular than another, you have to be on it. For example, if a large part of your target audience doesn't like to read, it may be more efficient to include an Instagram, Pinterest or YouTube account instead of putting all your cards in long paragraphs on Facebook.