DON’T say: “I have an idea about what to post.”
DO say: “We need a social media plan!”
Why? If you haven’t defined what you want your customers to do as a result of seeing your posts (your goals), and you’re not thinking about who you’re posting for (audiences), then it’s like going to the archery range and aiming randomly at whatever crosses your path. You’re bound to hit something but it’s not going to be the bullseye. A social media plan shows you how to hit your targets.
DON’T say: “I’m always on social media with my friends. I can manage my work’s social media!”
DO say: “We need staff trained on how to engage people, write, and design for social media.”
Why? Many think personal social media use is the same as professional. But friends and family have different motivators to engage on social media than a customer does with your organization. Social media training enables employees to engage customers on various platforms.
DON’T say: “Facebook has groups. Let’s use that.”
DO say: “Instagram can reach our audience & goals.”
Why? Let’s say your organization is starting a product or service for youth. Your staff want the youth to connect on social media. The staff use Facebook personally and love the group function they’ve used before. They set up a group only to find the youth they want to engage with don’t have Facebook accounts. A social media plan and knowing a platform’s users help you decide which platforms to use.
DON’T say: “Staff love the videos we have about our products and services on YouTube. Let’s do more!”
DO say: “Customers are only 25% of our subscribers. Let’s see what they’re watching.”
Why? Analytics are on each social media platform – and they’re your friend. They usually show who your audience is and what they’re engaging with. If your goal is to reach customers on YouTube to increase their use of your products and services, then seeing what videos they’re watching and for how long is some of the information you would use to quarterly adjust your social media plan.
Need help creating or implementing your social media plan? Aprosae offers training and coaching to do it yourself, or can do it all for you. Contact us to learn more.