In part one of this series, we uncovered the initial building blocks of a social media strategy – who you’re talking to, why you’re talking, and what you’re going to say.
In this post, we’ll explore where you’ll communicate, when you’ll communicate, and how you should communicate.
This “W” is all about determining which social media platforms you’ll spend your time and energy on. Note that this is the fourth “W” – not the first. Too often social media efforts start out by putting the platform first, diving straight into Facebook, Twitter, Instagram or Vine because they’re popular platforms (right now). A few words of wisdom – do not place a platform before your business goals or your audience.
But the fact is, it’s 2014. And chances are… you’re business is active on social media or will be soon. So if platform was a first consideration in your social media marketing (e.g. we need to be on Facebook!), it’s not too late to reprioritize.
Here’s how to choose your social media channels wisely:
An editorial calendar is an essential tool for defining when you’ll publish online content. It also serves as a great tool for identifying goals and benchmarks for your cross-platform posting frequency.
An editorial calendar should include:
To get a better handle on the “How” of your social media plan, think about in-person communications for minute. Consider a simple greeting of “hello.” How you say hello changes depending upon many things – how long you’ve known someone, your relationship with that person, social setting and more. Saying hello to your mom might be all about greeting her with a great big hug and a kiss on the cheek. But when you say hello to a colleague you're meeting for the first time, you're more likely to greet her with a smile and a firm handshake.
Things to consider when determining “How” you should communicate:
These Five Ws and One H of Social Media should provide your small business with a great starting point for your social media strategy. Just be sure to keep your business objectives and audience front-and-center. Then, dive into the platform-specific details.